Plan de marketing social para la Asociación “APRODVICH”, de la ciudad de Riobamba, provincia de Chimborazo

Abstract

The following research project called "Social Marketing Plan for the APRODVICH Association of Riobamba city, Chimborazo province", aims to position the brand of its synthetic field in the Riobamba market. Fundamentally the methodology was based on the application of surveys to men and women of the city and interviews with experts in the subject, in the same way strategic planning tools were used that determined the current situation of the association, such as the SWOT matrix, Matrix of the Competitive Profile (MCP), the analysis of the micro-environment and macro-environment, which determined that the sports entity has a null position because it is new in the middle, does not have a corporate image that represents it, and likewise does not count with no type of publicity. As a result of the work, the association requires marketing strategies with a social focus highlighting the brand design, content marketing, awareness talks, first inclusive championship, and social media advertising. The awareness of the social marketing plan for the association becomes an indispensable management tool to position itself in the consumers minds, therefore its immediate implementation is recommended.