Diseño de un plan de comunicación para reposicionar la marca de Almacenes Unihogar Cía. Ltda. de la ciudad de Riobamba, año 2017

Abstract

The main objective of the present investigation is to propose the Design of a Communication Plan to reposition the brand of Almacenes Unihogar Cía. Ltda., Of the city of Riobamba, with the purpose of entering into the use of this tool as a competitive advantage in front of an increasingly demanding, informed and unpredictable market. The main problem to solve is the execution of empirical communication activities, which lead to the unnecessary use of human and material resources. For this, the theoretical impact of this tool will first be based theoretically, then the methodological framework will be determined to support the idea to be defended, and finally the corresponding lines of action will be proposed. The methods used in the present study are inductive, deductive, analytical and synthetic, highlighting the structure of the plan and the SWOT analysis of the company. Among the main results obtained in the research is the low positioning of the brand and a significant increase in competition, leading to a decrease in sales volume, therefore, the application of communication strategies in mass media and Alternatives will allow establishing links with the target public, effectively positioning the company. In conclusion, the company has not considered the implementation of a communication proposal, causing its ignorance and that of its products, admitting that the management has been carried out without the use of planning, analysis and monitoring. Therefore, it is recommended to carry out periodic market research, to use mass and alternative mass media in conjunction with evaluation and control methods through the implementation of a communication plan.