Plan de comunicación integral para el posicionamiento de la Empresa Real MUSIK- PRO en la Ciudad de Riobamba"

Abstract

The Real Musik-Pro store located in Riobamba city lacks market positioning, consumer communication, and marketing knowledge, which has resulted in a low market position compared to competitors. Therefore, the objective of this research was to develop an integrated communication plan to position Real Musik-Pro in the city of Riobamba. The methodology used was a mixed approach (quantitative and qualitative); the level of research was exploratory and descriptive; a non-experimental cross-sectional design was employed; and the type of study was both documentary and field-based, aimed at gathering information through methods, techniques, and tools, including an interview with the general manager of Real Musik-Pro and a survey applied to a sample of the economically active population of Riobamba city. Through this methodology, it was determined that Real Musik-Pro has low market positioning and recognition, which negatively impacts its sales volume. Additionally, the store lacks an integrated communication plan and effective communication strategies. It was concluded that information obtained from bibliographic sources provided theoretical support for the research, offering detailed knowledge about communication planning and positioning. This information highlighted the importance of marketing for businesses and showed that designing internal and external communication strategies for Real Musik-Pro contributes to strengthening its market position.