Diseño de un plan de comunicación para posicionar la marca Haway Live de productos orgánicos en la ciudad de Riobamba.

Abstract

The aim of the research was to design a communication plan of Brand positioning Haway Live in Riobamba city. It shapes communication in media and vehicles of graphic and digital information. For the development of branding was chosen to investigate in the different markets of Riobamba city, the types of organic products marketed. It is finding a deficit of 55% of agro-ecological production. For this advertising campaign a catalog of photographs whit information about the range of products of horticulture and fruit crops, on the Facebook website was implemented. It was also included an auditory medium and radial promotionally and a television spot. To highlight organic production with movement transitions of camera at different angles and planes, always emphasizing agriculture. To determine the most effective media for brand recognition, it was determined that 45% acceptance was for the web, 73.33% for the printed catalog, and 86.66% for television. Being the last media the greatest impact on society. It is concluded that for the positioning of a brand, is suitable to perform a communication plan, using the model of introducing new products to market. It is the most efficient and effective when it comes to position a product. It is recommended to design new proposals branding of the brand.