Plan estratégico de comercialización y difusión que promuevan la campaña “Yo Prefiero” del programa redes comerciales de la Dirección Provincial Agropecuaria de Chimborazo

Abstract

This titling paper aims to develop a marketing plan strategic and diffusion to promote the campaing “ I prefer “ of commercial networks program of Provincial Agricultural program in Chimborazo, the same that developed on the basis of the existing problems regarding lack of marketing and diffusion of product of the campaing aimed at families in the city of Riobamba. The theme of the proposed research aims to generate the permanence of the products of the basket in the long term, through the retention of existing and new customers. Within the research process it used the technique of the interview, direct observation, bibliographic sources, methods inductive, deductive , analytic- synthetic and descriptive and systematic and the research of markets that conducted through surveys, and it can thus meet their tastes and preferences when purchasing agricultural products, the same that allows us to collect primary and secondary information. The development of the proposed deploys specific strategies, price, place and promotion of the product that when combining several key instruments for satisfied customers, thus allowing them apart from the competition. It is important to maintain a frequent diffusion with the support of media and advertising materials, as with the implementation of the strategic plan, the campaing could increase sales and get noticed by what has been favorable acceptance. It recommends the full implementation of the main guidelines proposed.