Plan de comunicación mix para mejorar el posicionamiento de la Farmacia Santo Remedio de la ciudad de Riobamba. Año 2013

Abstract

A proposal was made for a plan of communication mix to improve the positioning of the Holi Remedy Pharmacy in Riobamba 2013. Which allows to develop strategies in order to position the products and / or services offered and increase customers for which we evaluated the procedures applied taking into consideration all components of the marketing mix. For this research the methodology that has been used is the technique of the survey being one of the most common methods to collect information as a tool we used the questionnaire and as technique the survey, the virtual and bibliographic material extended the study. The proposed communication plan to improve the positioning of Holy Remedy pharmacy induces to formulate a massive advertising strategies and alternatives: such as advertising in newspapers, creating a website, production of brochures, placement of banners within the city, flyer advertising, mobile billboards and not forgetting also the promotions, discounts and public relations. The plan of communication mix within the recommendations contemplates the execution of proposal for enhancing effect pharmacy strengths and opportunities that occurs within the local market, confirming the use of advertising in newspapers also the use of alternative media to spread it to the citizens of Riobamba , benefits in promotions and discounts in medicines offered on Holy Remedy pharmacy thereby promoting the new corporate image and renewed corporate design of it.