Plan de comunicación integral para posicionar a la estética Dra. Brow and Lash en la ciudad de Riobamba

Abstract

“Dr. Brow and Lash” Aesthetic Center lacks a comprehensive communication plan, which led to a lack of positioning in the market due to the absence of communication strategies, affecting its visibility and limiting its growth in the industry. Promotion, advertising and communication strategies are not applied. Therefore, the objective of this research was “To propose a comprehensive communication plan to position Dr. Brow and Lash Aesthetic Center located in Riobamba city.” The methodology adopted a mixed approach, with correlational, descriptive and exploratory scope. The research design was non-experimental, cross-sectional since the variables were not manipulated and it was developed in a specific time, using inductive, deductive and analytical methods. A survey was considered with a questionnaire as an instrument, aimed at the economically active population of Riobamba city. After this field study, it was evident that this aesthetics center is not chosen as one of the favorites among the public due to they do not use communication strategies to disseminate their variety of services. The scientific contribution was supported by verifying the hypothesis, carrying out the Chi-square calculation. The results revealed a mutual correlation between the variables, thus strengthening the validity and relevance of the research. In this context, eight communication strategies were developed to improve their levels of competitiveness and increase their brand recognition. It was concluded that the absence of a comprehensive plan limited expansion in the market and recognition by society, highlighting the urgent need to implement appropriate communication strategies.