eiru_reports_bienstar/views/menus.xml

<?xml version="1.0" encoding="UTF-8"?>
<openerp>
  <data>
    <!-- main menu name -->
    <menuitem id="bienstar_parent_menu" name="Bienstar" parent="eiru_reports.eiru_reports_main_menu" sequence="7"/>

    <!-- sub menu -->

    <menuitem id="customer_ratings_menu" parent="bienstar_parent_menu" name="Calificación de Clientes" action="customer_ratings_action" sequence="1"/>

  </data>
</openerp>