Plan de comunicación integral para posicionar la empresa la Hiedra's servicio publicitario en la ciudad de Riobamba

Abstract

The company La Hiedra's Advertising Service Company does not have a comprehensive marketing communication plan or relevant strategies and tactics focused on information, leaving aside the positioning of the brand in the minds of consumers, implying that its business decision-making was empirical; therefore, the objective of this research was to design a comprehensive communication plan to position La Hiedra's Advertising Service Company in the canton of Riobamba, province of Chimborazo, the year 2023. The methodology used had a qualitative, quantitative, exploratory, and descriptive approach since it allowed us to know the actual conditions of the company; a non-experimental design of transversal type was used since this study was carried out in a determined time to a group of people in the same way the type of study was documentary, of the field since it used first-hand information of the organization obtaining respective information through methods, techniques, and instruments, which was a survey directed towards the external consumers of the organization which allowed to analyze the current situation, verifying the degree of positioning within the market. Through this methodology, it was determined that the company does not have a comprehensive communication plan with strategies according to its needs; also, by allowing that study, it was identified that methods and techniques could make a difference within the business, identifying those positioning strategies, comprehensive communication, structure improvement, distribution, among others, to improve the performance of the workers of the entity. In this description, it is concluded that the company must take into account the study conducted, applying strategies with its tactics to achieve the objective of positioning in every sense of the word, since without the help of a plan, it would be like sailing aimlessly.