Análisis y diseño de un sistema de comunicación de Marketing en la Industria Alimenticia NUVINAT, para el período 2012 - 2013, en la ciudad de Riobamba

Abstract

This thesis is aimed at proposing the Analysis and Design of a communication system of Marketing for Alimenticia Nuvinat Industry, in the city of Riobamba, with the objective of increasing the knowledge of the given work and achieve its positioning. With the implementation of market research it was established how effective marketing communication that the company has been. Proposal Analysis and Design of a Communication System Marketing promotes to elaborate pertaining strategies to the elements which conform the system such as: Advertising strategies with the design of a radio spot and graphic advertisement, promotion strategies where the application of tastings and promotion of 12+1, are proposed, Public Relation Strategy by making agreements with institutions primarily without economic purposes which look for social recognition including cultural institutions, Environmental Benefit, etc. Strategy for Sales Force through a program of incentives and Direct Marketing Strategy with the implementation of Telemarketing, also the estimated budget for the implementation of each strategy is taken into account. Implementation of the proposal is recommended, as its proper application will serve to position products and company brand and help its economic growth.