Plan de comunicación masiva y alternativa para la Empresa Paoli’s Creaciones Deportivas de la ciudad de Riobamba

Abstract

The objective of this research work was to develop alternative mass communication strategies that allow positioning the ¨Paoli's creaciones deportivas¨ company in the Riobamba market because currently, it does not have adequate communication with the target population. In the investigation process, first of all, the problem faced by the company and the research objectives were determined. Therefore, primary and secondary data were used, since it is very important in an investigation to gather information from previous works related to the topic. A field investigation was carried out in which a survey was conducted of a part of the economically active population of Riobamba city determined through the sample. It allowed determining the current situation of the company in the market, where the deficiency of the company was evidenced, which is based on the lack of implementation of alternative mass communication strategies that allow the recognition of the company’s corporate image. In addition, people do not have information about the products that offer it and this has caused the company does not achieve the desired success; for this reason, alternative mass communication strategies were proposed, with the respective costs involved in the implementation of each of them. In conclusion, the company is not currently positioned on the market and that is why it is recommended to implement the strategies proposed, which will help the target population get to know the company and what it offers, allowing increasing its recognition and positioning on the market.