Plan de comunicación para posicionar la imagen corporativa de la Empresa Productora de Audio y Video Ayllupak Kawsay de la ciudad de Riobamba

Abstract

The objective of this research work has the purpose of developing a communication plan for the Ayllupak Kawsay Audio and Video Production Company in the city of Riobamba, which allows market positioning. For the development of this plan, a diagnosis was made of the real situation of the company through matrices (SWOT, MEFI and MEFE), which determined the strengths, weaknesses and needs it has. Market research was carried out through surveys of existing microenterprises in the city, data were obtained from the Chamber of Commerce of Riobamba, in addition, a survey was conducted to the company manager, according to the results obtained it was possible to identify that the company is not recognized and its market position is low because it does not have advertising to offer its services, therefore, within the plan's proposed framework, communication strategies, publicity in alternative media (folders, caps, rates) are moved , usb) and printed (presentation cards, letterheads), direct advertising and digital marketing (social networks). For that reason, it is recommended to the company to apply the strategies of the communication plan with the prospectus of obtaining a brand recognition and positioning.