Auditoría de Marketing de la Empresa PRASOL – Lácteos Santillán para fortalecer la imagen de marca y su posicionamiento en el mercado en la ciudad de Riobamba, parroquia San Luis en el año 2016

Abstract

The present research work has the aim to realize a Marketing Audit to the company “Prasol – Lácteos Santillán”, to strengthen the image of the brand and its positioning in the market in the urban area of Riobamba city, San Luis parish, in 2016 year. A market research was conducted in the urban area of the city of Riobamba, with a confidence level of 1.96%, in which 382 surveys were applied, distributed proportionally to each parish through the obtaining data the National Electoral Council ( CNE), winch allow to establish that 99.4% consume dairy products, the 52.11% know the company, even so the 19.4% not acquire products from the same company and the 50.8% of the population, accepts the new brand image, it was performed an audit to the marketing department through questionnaires, which allowed to know the current situation of the company, obtaining efficient results. The proposal contains strategies in communication media mass mix of the marketing, that is to say a TV spot, radial and social networks – Facebook, in communication by print media, such as posters, flyers and business cards; and the internal visual communication strategy, in which are consisting eight signage within the company with the actual brand image, using innovative designs and creative ideas. The total value of the investment is $ 3.214,08, the strategies will allow to position the company in the market of dairy products, not only the image but the quality of them, because all its products count with a certification of Good Manufacturing Practices (BPM), and the marketing department, focus in the advertising, not only in the other cities, but also in the city of Riobamba, to expand its market share.