Plan de marketing para la Orquesta La Corporación, de la ciudad de Riobamba provincia del Chimborazo período 2017

Abstract

The aim of this research was to elaborate a marketing plan for the orchestra “La Corporation (The Corporation)” of the city of Riobamba, province of Chimborazo for the period of 2017, in order to position and promote the brand in consumers. We used research techniques such as observation to collect general information from the orchestra, surveys that were applied to the members of the musical group and the economically active population of the city of Riobamba in order to understand the degree of satisfaction. Currently there are few entry barriers to the business of musical orchestras that offer live shows for social events, in addition, there are direct competitors who are already positioned by the trajectory they have in the market. Strategies were proposed that will contribute to the musical growth of the group, among which we have; positioning of musical repertoires in the national market using social networks, distributing musical CDs with the best tracks of the orchestra in each presentation to the spectators, for which a budget was established that will allow compliance with these strategies. It is recommended that the musical director implement the strategies developed in the marketing plan and in this way position the brand in the consumers.