Plan de marketing para el posicionamiento de la nueva marca l’ Aroma Del Caffé en la ciudad de Machala.

Abstract

Referring to a strategic positioning plan is to mention a systematic process of identification and action on the capabilities and resources of an organization, which can become differentiating elements. These are communicated as added value of the brand in the perception of the consumer, the communication is established in a specific and precise way for its objective objective responding to the needs of consumers. The development of this research work aims at the effectiveness in the use of promotion and positioning strategies in the company's industry. Machala, the information that is applied based on purchasing behavior, tastes, preferences and consumption habits. In addition, you will know the possible factors that differentiate positioning companies. All this information will serve to design a strategic plan of positioning and promotion that allows to solve the problem of the need to improve sales. The indicators that are analyzed in this project are the following: Lack of conceptualization of the variables of a marketing plan, Ignorance of the tastes and customer preference of L'aroma del Caffe, There is no plan for the positioning of L'aroma del Caffe.