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Title: Pla de Comunicació per la divisió Insu Pack de Font Packging Group
Author: Torelló Roca, Marta
Director: López Borrull, Alexandre
Tutor: Curto Gordo, Víctor
Keywords: corporate communication
business communication
communication plan
Issue Date: 26-May-2021
Publisher: Universitat Oberta de Catalunya (UOC)
Abstract: Increasingly more companies and organizations are giving corporate communication the importance it deserves. Communication has often been done in an improvised and unstructured way, but it has been shown that doing so in this way the results are not as effective as they could be and does not take advantage of all its capacity to generate the impacts one desires in his audiences. Through corporate communication you can not only attract new customers, but also retain existing ones. At the same time, it also allows you to influence the media which in turn can influence secondary customers and hostile forces. A key element of corporate communication is the communication plan. This is a fantastic and increasingly crucial tool for carrying out effective communication actions. The aim of this paper is to develop a communication plan for Insu Pack, the isothermal packaging division of Font Packaging Group. This division aims to grow and become an independent company as with the widespread increase in e-commerce, isothermal packaging is increasingly in demand in the market. In addition, the level of technicality of this division does not have any other, and the public that demands it is also different from those of the other divisions of Font Packaging Group. That is why it is intended to establish a specific and concrete communication strategy for Insu Pack. To do this, we first analyzed the starting situation of Insu Pack, as only knowing the strengths and weaknesses of the organization, as well as camparing it with its main competitors, we can throw forward a really effective plan. Subsequently, the design of the communication plan itself has been developed, focusing on its goals and objectives and the strategy to be followed, the tactics and actions to be carried out and their corresponding budget. Finally, the way in which this communication plan will be evaluated according to the established objectives has also been determined. As a final conclusion, it is shown that B2B communication, which is the one developed in Insu Pack in particular and in Font Packaging Group in general, is less expensive than B2C communication. It is also possibly less visual, although it is still essential if certain specific goals and objectives are to be achieved.
Language: Catalan
Appears in Collections:Trabajos finales de carrera, trabajos de investigación, etc.

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