Plan de comunicación para el reposicionamiento de marca de la Empresa Creaciones Deportivas “JJC” en la ciudad de Riobamba

Abstract

The main objective of this research work was to design a communication plan for the brand repositioning of Creaciones Deportivas "JJC" company in Riobamba city, since for several years the company developed empirically, but it has managed to maintain and now it changed its address so the frequent clients that it had do not know the new establishment, and it does not have a unique distinctive in front of the competition. To solve the latent problem, we first investigated the weaknesses of the company and it was used previous research, resulting in a theoretical foundation with the purpose of designing a communication plan that helps solve the inconvenience that the company has subsequently it was determined the type of research to be carried out to support the idea to be defended, for this the deductive and analytical methods were used, which served to analyze the SWOT of the company. From the field research, the frequency of purchase of the products offered by the company was obtained, the competition was known, by what means the target audience wants or wishes to receive information from the company; upon knowing all these results, it was possible to establish the pertinent strategies for the greater market capture, designing a distinctive that exceeds the competition; Massive and alternative media were used to allow the target audience to know more about the company. In conclusion, the lack of a communication plan caused that the company lost participation in the market, leaving its frequent customers in total ignorance of the company, which is the reason why the short-term implementation of the proposed strategies for its repositioning in the market is recommended.