Diseño de la imagen corporativa de la Contratista independiente “Silva Camino” de la ciudad de Riobamba con el fin de aumentar su número de clientes actuales

Abstract

The objective of the present degree work is to design the corporate image of the independent contractor "Silva Camino" from Riobamba city in order to position it and increase the number of customers. Those direct involved in this research process were the owners of the construction company who was interviewed to perceive the current problems, and a survey applied to the inhabitants from Riobamba city. The gathering data was analyzed and interpreted which aim was to establish a SWOT analysis, which allowed diagnosing the following findings; the corporate image was not in agreement with the services that it provides. In addition, it does not have a marketing area that serves as support to the institution in advertising campaigns, it does not have a web site because they are of general use to the business world nowadays and it is the most direct and easiest way to reach customers. The strategies proposed in order to improve the image and identity of the construction company are stationery and institutional dress strategy, BTL advertising, ATL media plan. The immediate application of the new Corporate Image of the company with all its components is recommended, both internally and externally to achieve the effective positioning of the brand