Plan estratégico comunicacional para incrementar el posicionamiento de la Empresa Las Vegas Neón de la ciudad de Riobamba año 2016

Abstract

This research deals with the establishment of a Strategic Communication Plan to increase the positioning pf the company Las Vegas Neon in the City of Riobamba by 2016. Initially, the purpose was to theoretically substantiate the issue in order to identify the influence that this could generate in the organization, the methodological framework was defined in order to collect qualitative and quantitative information to accept or reject the hypothesis of research and finally it was raised implementation of communication strategies to increase the positioning of the advertising company Las Vegas Neon. A study applied mode, documentary and field was performed, the type of research is inductive deductive and as a technique for data collection was used a survey, the same as was applied to a sample, as well as a representative percentage of the customer base of the company Las Vegas Neon, of the city of Riobamba. Several local, malls, shops, pharmacies, hospitals, clinics were visited in order to define the proactive way, strategies such as the design brief in mass media, retargeting online marketing, billboards, co branding, advertising materials and training were designed to allow the company Las Vegas Neon win a good position and thereby increase coverage in the local market. It is recommended the implementation and monitoring of the strategies proposed in order to have greater participation in the local market and attract the domestic market. Companies that use social networks have the advantage over its competitors, the aspiration of every organization is to position the brand and products through the application of intensive advertising strategies; that every day become necessary to attract much of Internet traffic comes to social networks, hence the importance of applying communication skills.