Universidad Católica Boliviana "San Pablo"

ABSTRACT The project aims to develop a marketing plan to raise the visibility of the brand Hercules Sport, in the city of Santa Cruz de la Sierra. Hercules Sport offers a wide variety of programs to a demanding local clientele of sports products. Among the variety of products they can be noted uniforms, accessories and sports equipment, as well as trophies and others. As the main problem the business has failed to draw the attention of the customer segment-oriented sports appreciability. The most relevant theories relating to marketing in general, brand management and merchandising in particular are presented. In market research it highlights that business does not communicate and promote their products competitively. Finally a proposal based on generating an attractive and striking new image, as a program and budget for its implementation is elaborated.