Gestión de branding para el posicionamiento de la Farmacia la Condamine, Cantón Chambo, Provincia de Chimborazo

Abstract

"La Condamine” pharmacy does not have adequate brand management, which causes the lack of positioning in Chambo canton, resulting in a constant decrease in expected income. The objective study was to develop a proposal for branding management that would allow the pharmacy to position itself against its competitors. The methodology used was a mixed approach, non-experimental, and cross-sectional design; the study period was from October 2023 to February 2024, the target population was the economically active population (EAP), which consisted of 4531 people, the sample consisted of 354 people who visited the "La Condamine" pharmacy. The situational analysis showed that the pharmacy has little publicity on social networks and is not positioned in the market. The checklist reviewed the visual presentation, ambiance, interior layout, communication, customer service, and animation; 53.33% of the items evaluated were fulfilled. The survey applied to EAP 36.2% corresponded to people between 36 and 45 years of age, mainly women (61.3%), who visit the pharmacy weekly (42.4%), and 36.2% consider the pharmacy's logo to be unattractive and 40.7% would like to receive discounts on their purchases. Based on the results obtained, a branding management proposal was designed for the pharmacy according to the model of the author Manuel Martín García, and six strategies were proposed: corporate identity, business philosophy, souvenir strategy, content marketing, merchandising, and corporate façade. It concluded that the pharmacy does not have a positioning in the market, and implementing branding management can achieve a greater reach in the target audience.