“Re-branding para posicionar a la empresa industria nacional operadora de lácteos (Innolac) en la parroquia de San Juan-Riobamba.”

Abstract

The company Industria Nacional Operadora de Lácteos (INNOLAC) does not have brand recognition in the market, they have not carried out positioning, marketing and commercialization actions and therefore there is no representative impact, therefore, the objective of this research was to carry out a rebranding to position the company Industria Nacional Operadora de Lácteos (INNOLAC) in the parish of San Juan-Riobamba. The methodology used was of mixed approach; the level of research was descriptive; a non-experimental design of transversal type was used; the type of study was documentary and field to obtain information through methods, techniques and instruments, among which were the interview and the survey applied to a sample of the Economically Active Population (EAP) of the city of Riobamba. This methodology determined that the company does not have a recurrent activity in social networks, its logo is not strategically structured, and the brand is rated as unattractive in its design. It is concluded that the brand does not have an adequate positioning in the target market, so it is proposed a rebranding that has strategies according to the needs of the company, being that this will contribute to the positioning of the company Industrial Nacional Operadora de Lácteos INNOLAC in the parish of San Juan in the city of Riobamba.