Creación de la marca y estrategias publicitarias para la quinua de la empresa Sumak Life.

Abstract

The objective of the present degree work was a new brand creation and advertising strategies for quinoa at Sumack Life company, which has started with an in-depth market research, through different research techniques such as: surveys, interviews and field research data were obtained with these aforementioned methods, it was possible to determine the type of product in which the user has certain preference, in addition the specific target audience was identified and preferences and needs were known. In this case they were recognized with 54% women who know the benefits of consuming quinoa, but they do not know about preparation and brands that market it. After evaluating the results based on the surveys, interview and the briefing, it was determined that the product should have a fresh, readable and eye-catching name, in addition to having a brand that identifies and differentiates the product with its competence, so that the brand's phonotype was established as: native quinoa, and a descriptive isotype of the product. The visual identity, its applications and a positioning strategy were carried out so that the product captures the target audience attention. Social networks were used to generate publicity for the product, emphasizing the student sector which is the most present in the use of this medium. As well as generating audiovisual content so that you can have recipes that can help those who know about the quinoa benefits, since they may not know how to consume the product.