Gestión de branding para posicionar la panadería y pastelería Exquisabor 2 de la parroquia Picaihua, provincia de Tungurahua

Abstract

The ExquiSabor 2 bakery and pastry shop has a problem when making decisions since it has little knowledge of the corporate identity, an inadequate potentialization of the brand because customers buy the products only for its quality and a lack of knowledge of interaction in the media, therefore, the objective of this research work was to propose a branding management for the positioning of ExquiSabor 2 bakery and pastry shop in Picaihua parish of Tungurahua province. The methodological framework was established by calculating the sample on the EAP (economically active population) of the urban area of the parish mentioned above, where the survey technique was used to collect data from the market to be studied and an interview with representatives of the company to obtain the current state of the bakery. With the results obtained it was possible to determine that the brand is not positioned in the target population; in addition, the internal and external situational analysis developed through the MEFI, MEFE and Competitive Profile Matrixes showed the strengths and weaknesses of the bakery and its position in relation to the competition. In this context, it is concluded that branding strategies will help to improve brand positioning by generating motivation and an excellent shopping experience for the consumer, and thus the bakery will be able to increase its customer base and consequently its profitability.