Plan estratégico de comunicación integral para el posicionamiento de la marca “Viaja Primero Ecuador” de la Unidad de Promoción -Coordinación Zonal 3 del Ministerio de Turismo en el cantón Riobamba

Abstract

This certification work aims to present the strategic plan of integral communication in order to improve the brand positioning of “Viaja Primero Ecuador” in the canton of Riobamba. This plan was developed based on an analytic methodology which uses all the appropriate tools such as FODA,MEFE,MEFI,PEST,(according to its acronym in Spanish),all of them of inductive, and deductive kind due to in this research was evaluated people's knowledge over the brand and decision making. For the internal analysis some surveys were applied to the company staff and managers, and the same way to general public as the external analysis. The performed processes within the marketing investigation showed that the population of Riobamba know nothing about the brand and that leads the market to get an erroneous perception of it.Some marketing tools are not used adequately that is why the proposal was set for planning strategies to enhance certain areas such as marketing, communication, promotion and publicity, looking for alternative means of branding positioning without over high cost.It is recommendable to use the obtained information through the marketing study in order to developed and design longterm improvements which help to achieve the objectives and implement the strategic plan of integral communication for generating the best results.