Estrategia de comunicación para la microempresa artesanal de miel de abeja ubicada en San Miguel.

Abstract

In this technical project, a communication strategy was designed for the artisanal microenterprise that elaborate bee honey, located in San Miguel city, taking as a base the market preferences to obtain a correct visualization from clients. Qualitative research, descriptive method and research instruments were employed for data acquisition which helped to identify events or facts that involve the studied micro-enterprise. The reason of why honey is consumed was established by applying a survey and what is the greatest competition in the honey market, with this interview data about location and processes of bee honey creation were obtained and then, the observation sheets helped to find the reasons for creating of the brand and manual. The communication strategy facilitated through Joan Costa's design methodology and advertising planning all the graphic applications were developed, among them: advertising for stores, product and vehicle advertising for Facebook. In conclusion, it is essential to have the identity manual, since it will help to understand where and how the graphic identifier was obtained, furthermore it is possible to set the POP material designs and the communication strategy to reach the target audience and capture their attention. It is recommended to create an abstract, suitable chromatic and clear typography brand based on its main properties provided by the product or service, so, the client can link the product to the brand.