(Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Carrera Marketing y Gestión de Negocios, 2015-07)
Agualongo Moposita, Alejandra Paulina
;
Verdesoto Velasteguí, Oswaldo Santiago
The company "Calzado Gamo's is a family business dedicated to the production of footwear which initially start producing soccer shoe and micro fútbol in a small workshop in his home, now have five product lines: Trekking, safety, shoe street, sports and trot line. It is one that creates jobs and development mainly in the city of Ambato.
Therefore this research is the performed by analyzing both internal and external shoe factors Gamo's analyzed these key factors in order to establish using as a strategy to communicate through mass media that allows increasing positioning brand.
The results obtained in the field information were essential to make a decision that was found necessary to design a Commercial Communication plan to achieve compliance with the objectives set by the company.
The implementation of a plan of commercial communication through mass media with the greatest impact in order to increase the brand positioning in the market and thus achieving greater participation and meet the business objective.
