Estudio de mercado para el posicionamiento de la marca Florería Petalitos en el centro de la ciudad de Riobamba.

Abstract

This technical project titled "Market study for the positioning of the flower shop Petalitos brand in the center of the city of Riobamba" had the objective of improving the company's position. A market study was carried out where the inductive-deductive research method was applied, determining the sector issues through the collection of information, using an observation guide, an interview with the general manager, and the application of 384 digital surveys applying the Economically Active Population of the Riobamba city. As a result, the flower shop has a weak position. Meanwhile, it identified that 75% of the population unknown Petalitos flower shop, at the same time, 97% would be interested in buying a product in that company. The most common social media used (Facebook), conclude within the proposal to give a brand positioning through the advertising plan such as Corporative Identity, Company Packaging, publications on the Fan Page, and develop a catalog for special dates. The General Manager Company is recommended to apply the advertising plan playing an important role in the growth and positioning saving financial resources.