Plan de Marketing Comunicacional para difundir la uvilla deshidratada en la ciudad de Riobamba, basada en la agenda de competitividad del Gobierno Autónomo Descentralizado de Chimborazo, período 2013

Abstract

This work proposes the implementation of a " Communication Marketing Plan to disseminate the dehydrated cape gooseberry in the city of Riobamba, based on the competitiveness agenda of the government autonomous decentralized of Chimborazo, period 2013" with the objective of strengthening their strategies, at the same time know the level of acceptance that will have the dehydrated cape gooseberry in the city of Riobamba province of Chimborazo. An external macro environment analysis was performed as the demographic, economic, sociocultural, environmental, political, legal, technological environment, in the microenvironment were analyzed customers, the competition and suppliers, In the internal analysis: the marketing area, human talent and technology, in the market investigation was performed the collection of primary information with the management of a pilot survey questionnaires made to potential customers whose DMU ( decision making unit ) is the economically active population both men and women between the ages of 18 and 64 years of the urban sector of the city of Riobamba. While secondary information is obtained from internal records of the GADCH (Government autonomous decentralized of Chimborazo) they are also used external sources as agencies, governmental and non- governmental, newspapers, magazines, among others. From the results obtained of the market research, external, internal and SWOT analysis (strengths, weaknesses, opportunities and threat) of the company it was possible to prepare the "Communication marketing plan to spread the dehydrated cape gooseberry in the city of Riobamba, based on the Agenda of Competitiveness of the Government autonomous decentralized of Chimborazo period 2013 in which it is proposed to inform to the population of Riobamba on the nutritional benefits that will be obtained by the consumption of the dehydrated cape gooseberry with the development of proposals on the product, image design, brand design, label, distribution, price, promotion and publicity Therefore it is recommended the implementation of a "Marketing Communications Plan to disseminate the dehydrated cape gooseberry in the city of Riobamba, based on the competitiveness agenda of the Government autonomous decentralized of Chimborazo, period 2013" 10 achieve position the product in the mind of the consumer.