Plan de comunicación estratégica enfocado en el neuromarketing para posicionar la marca de Café Minerva en la provincia de Manabí

Abstract

The development of this project arises from the need to propose a strategic communication plan focused on neuromarketing to position the Minerva coffee brand in the province of Manabí, with the objective of establishing formal communication processes and strategies that allow for a better diffusion of internal and external messages. To do this, we began with the search for fundamental information that would help us understand the structure of this plan and the importance that it has within organizations. The research of the identified topics seen from different approaches and authors is carried out to understand each position and relate it to the development of this plan, the following topics were determined as main axes: communication, communication plan, strategic communication and neuromarketing, since they are in accordance with the specific objectives and that will help to answer the problem statement. Continuing with the development of the plan, the scarcity of information that exists in the company is evidenced as a result, this was determined through the application of semi-structured interviews to different internal and external actors, this allowed to know the reality through which the company is going through and the communicational weaknesses that it presents and on which immediate actions must be taken to achieve the general objective and continue with the proposal of the plan.