Diseño de una estrategia comunicacional para la marca de cerveza artesanal Pallatangueña.

Abstract

The aim of this research was to design communication strategies for the craft beer brand "Pallatangueña", in order to promote the product and thus advertise its marketing, achieving a positioning in Pallatanga canton. For this purpose, through the application of Bruce Archer's methodology, an interview was conducted with the master brewer and owner of the microenterprise. We obtained the necessary information about the product and its scope among the objective people in Pallatanga canton. Through the observation sheet we learned how the main product is constituted, helping to have current data on it, in addition to making a brand analysis to deduce its strengths and weaknesses, while to have a clear profile of the objective people, a consumer profile was established as: demographic, psychographic and psychological. Through the creative stage, graphic pieces were designed that are necessary for the brand to have a relevant and current image, mainly the design of a secondary package (packaging), which is necessary for the brand to stand out from the competition. Finally, with the execution stage, a target survey was conducted to a group of ten people for which it was determined that the project is viable, taking into account that the packaging design was important. It was concluded that with a brand analysis it is possible to determine strengths and weaknesses by carrying out a previous diagnosis of the brand, it is possible to achieve the objectives proposed, which is to position itself in the market and stand out from the competition. It is recommended to thoroughly analyze the problem to know what are the shortcomings that have not allowed to stand out in the market.