Campaña de posicionamiento. Caso: café Buendía

Abstract:

The principal reason for which one worked with this brand, is with the intention about which the consumers could know the emotional connections and the different sensations that the coffee wakes up, leaving on the second plane the motivating rational ones to choose for a brand on other one. The brands that communicate their emotional motivations manage to punctuate a difference over their competition, are successful brands that with small details towards his consumers they believe permanent bows that them captivate and generate loyalty towards the brand. Coffe Buendía, in spite of being of the Colombian origin, comes to Ecuador in order to delight the Ecuadorians with his flavor and distinctive aroma. It has been achieved to support on the market thanks to his great reputation of a good Colombian coffee, which has had great influence during all these years in the Ecuadoran consumers who frequent the modern channels of consumption. Traditional channel. The investigation of this work took place in the Metropolitan District of Quito, with the use of tools as surveys, interviews in order to know the positioning that has coffee Buendía in the mind of the consumer and the motivating ones of purchase to be able to raise an effective and strategic communication campaign. Across the execution of this campaign one seeks to generate a positioning for coffee Buendía inside the traditional channel and that his consumers know that the benefits that the brand offers are big diferenciadores of the competition, positioning it as the best coffee.

Año de publicación:

2019

Keywords:

• POSICIONAMIENTO DEL PRODUCTO;
• ESTRATEGIA MERCADOTÉCNICA
• CAFÉ BUENDÍA
• Campañas Publicitarias

Fuente:

rraae