Diseño de un Plan Comunicacional Integral para fortalecer la imagen corporativa del Paradero Turístico MARIADIOCELINA cantón Mocha provincia de Tungurahua período 2014-2015

Abstract

The present investigation proposes the establishment of a comprehensive communication plan to strengthen the corporate image of the tourist settlement Mariadiocelina canton Mocha province of Tungurahua, with the purpose of providing, positioning and publicizing the whereabouts of the city of Ambato and its surroundings, Focusing on the main aspects such as the micro and macro environment as well as the marketing mix that today is used as a form of positioning in the market. The design of the communication plan was developed based on market research, surveys, in addition, external communication strategies were developed, such as the elaboration of one (billboard, posters, flyers, written press and mobile advertising). In the same way it was proposed promotions (caps, spheres and discounts) for the consumption of the typical dishes offered by the Paradero Mariadiocelina. One can not ignore the link that is proposed to the whereabouts of being involved with the conservation of the environment, to which is proposed a strategy of training an ecological point for the recycling of wastes that can be harmful. In this way it is intended to educate the community in a responsible and appropriate way when disposing of their waste. This communication proposal is proposed to the company in order to increase the institutional corporate image and consequently the profitability of the same, considering that they are designed in such a way that they can cover the investment values and the operational plan, thus allowing the establishment of new marketing instruments by printing Thus a seal of quality before the competition.