Universidad Católica Boliviana "San Pablo"

ABSTRACT The project aims to develop a communications strategy for the makeover and repositioning churrasquería El Cuadril, in the city of Santa Cruz de la Sierra. El Cuadril offers food service, aimed at men and women who comprise 30 to 45 years old. As the main problem is that, the restaurant has only made radio media as a communication strategy, failing to have a good image in 26 years at the Santa Cruz market. Theories relating to marketing, marketing services, market research, and industry are presented. Generate a proposal based on a change and repositioning in the minds of customers and prospects is made through the communication strategy. The restaurant to improve the perception of actual and potential customers to the steakhouse, which will lead to improved brand in the market today will reset. The total budget of the communication strategy for three months will be of Bs. – 346.352 / $ 49,763 quarterly investment is due to the characteristics of the service.