Marketing Plan for the dissemination of the ISAAC MOLINA COACHING Brand commercial, in the northern sector of the City of Guayaquil

Abstract

To design a marketing plan for the diffusion of the brand Isaac Molina Commercial Coaching in the northern sector of the city of Guayaquil, was the objective of this research, since in that sector are unknown all the services provided by the Speaker and Coach Isaac Molina specialist in the branches of training such as Coaching, Marketing and Sales, so it is proposed to position it as a commercial brand in that sector. As for the methodological criteria used in the design of this feasible project supported by a field research and a documentary review. The population consisted of 127 companies characterized by Espol 2018, considering a non-probabilistic and intentional sampling of 50 companies between services, industrial and mass consumption. The data collection technique was observation and as an instrument, surveys were applied to the directors of the human talent department and to different instructors, assessing their knowledge in terms of coaching, marketing and sales management, the importance of having trained personnel in these areas in the company. As an analysis technique the theoretical method of analysis and synthesis was used, based on bibliographic data, web pages, blogs among others; The results obtained reveal the importance for the companies of having a trained and highly motivated staff, for this 100% of them perform training during the year, 70% from the experience of the instructor as commercial coaching with a good projection through social networks. Recommendation implementation of the marketing plan designed to disseminate the Isaac Molina Business Coaching brand.