Communication Plan As a Tool For Business Positioning

Abstract

Abstract This research proposed a communication plan for the Total Home Supermarket, which is located in Riobamba city. The principal objective was to analyze the organization's communication and management with the aim of improving the management of external communication through effective strategies that achieve successful brand positioning in the local market. A qualitative and quantitative approach was applied. The types of research used were bibliographic and descriptive, supported by the inductive-deductive, analytic-synthetic and deductive methods. Primary information was collected through a survey of retail clients which examined customers' perceptions, and interviews with employees at management level. The findings showed areas of opportunity to better fulfill the organizational objectives. The development of a communication plan was proposed with effective strategies to achieve interconnected communication with the target audience; the redesign of the brand was deemed necessary since the current one is confusing due to excess information in the image. This work will promote the correct dissemination and delivery of information to the target audience through digital media, which will help the company to achieve its objectives.

Keywords

• communication plan, brand, positioning, communication strategies.