Plan estratégico de comunicación integral para la empresa BOTANIA E.C

Abstract

Abstract:The Comprehensive Strategic Communication Plan for the company BOTANIA EC provides a diagnosis of the communicational status of the company under study through various research tools, from observation files, interviews and surveys, which allowed identifying the functioning of its communication management and its performance on social media compared to its closest competitors. The diagnostic section is complemented with the analysis of the company's positioning in the sector of organic personal care products in the city of Guayaquil, for the upper-middle-upper-middle class market segment. Based on the findings, the communicational proposal has been done with emphasis on the digital section of the company. This consists of an SEO audit to identify search engine positioning, providing specific technical details of the performance of the Botania website on the web, and together with other identified aspects, comprehensive communication strategies are established that cover all marketing areas for a greater reach of the target market, with a clear emphasis on improving digital marketing.