Diseño de una estrategia de posicionamiento de la asociación ASOALIENU en la provincia de Chimborazo.

Abstract

The present research project was to design a strategy of the Production and Marketing Association of Food Products “Emprendedores Nutriandina” (ASOALIENU), in the province of Chimborazo. Documentary research was carried out that allowed the gathering of information about the association and a field investigation to determine the positioning strategies of the current situation. The problem of the association was also analyzed and the lack of brand, signage was determined, giving solution within the proposals the design of visual identity, application of basic granmas pieces, through the analytical-synthetic and deductive methods, the digital survey was applied to the economically active population of the city of Riobamba, being the sample of 381 people, as results 63.8% of people are unaware of the existence of the association, 74.7% in the vast majority would be willing to buy products from the association ASOALIENU. It was identified that the website and social networks are the most effective means of positioning the brand with respect to the target audience, with thepupose of informing, loyalty and positioning the association through strategic planning. For the design, Bruce Archer methodology was applied for a structured, synthetic and functional result. It is concluded that when applying the positioning strategies, the association will have the pregnancy in the mind of the consumer, therefore, the application of the present plan is recommended, based on the technical aspect, considered a competitive company in the market.