Plan de comunicación integral para el posicionamiento de la empresa de equipos e insumos médicos Sylvana

Abstract

This research work was designed with the objective of developing a comprehensive communication plan that will improve the positioning of the Sylvana medical supplies company through the implementation of strategies that allow the gradual and progressive positioning of the company. In the field of marketing, in recent years there has been a significant growth in terms of brand diffusion strategies, considering that the Sylvana Medical Supplies company located in Riobamba city wants to expand its field of influence while positioning itself in the market, for which it is strictly necessary to design a comprehensive communication plan that is able to expose to society, specifically to potential consumers, the benefits and quality of the products offered by the company. Within the design of the plan, the different platforms were contemplated, trying to expand its market, focusing on traditional consumers and at the same time focusing on an audience that develops in social networks, greatly expanding the range of influence of the company. Within the strategies, the investment to be made by the owner is considered, as well as the main aspects that must be analyzed prior to the execution of the proposed comprehensive communication plan. Surveys have been conducted on certain aspects considered by potential consumers with respect to the acquisition of medical supplies and equipment.