Plan de comunicación integral para el posicionamiento de marca de la Asociación Agroindustrial Nevadito de la ciudad de Riobamba

Abstract

The Integral Communication Plan for the Nevadito Agro-industrial Association of the city of Riobamba had as its objective the positioning of the brand, the same that will benefit its entrepreneurs, consumers, and the general population. For this research, an interview was conducted with the president of the Association, a survey with a Likert scale aimed at a population of 89,998 with a sample of 383 inhabitants that were applied in the urban area. The methodology consisted of making a situational diagnosis through observation sheets of both the external and internal environment of the company; subsequently, the market study was carried out to determine the level of knowledge of the inhabitants with the brand. Strengths such as product quality and those dairy products are of daily consumption were highlighted, in weaknesses it was found that they do not have a business philosophy, they do not have an established logo for the brand, they do not handle adequate packing, there are no points of adequate distribution, poor communication, and dissemination of the products that the Nevadito brand offers. The application of the 10 proposed strategies such as the creation of the business philosophy, the use of social networks and written media for dissemination, creation of a logo that identifies the brand, choice of appropriate distribution channels, and promotions is recommended. As is the case with shopping packs, this will allow consumers to get to know the Nevadito brand and what products it offers and thus achieve greater market positioning.