Diseño de imagen y promoción del licor artesanal del cantón Cumandá para afianzar la fidelidad del mercado actual.

Abstract

Image creation and promotion of artisan liquor Cumandá Canton, Chimborazo Province: Starts with an inductive investigation that led to assume the reality of consumers of the product; and, through deductive method could determine how it influences the lack of image in terms of marketing and product recognition, then with the field investigation met the current status of the product and the perception of consumers using research tools such as surveys , interviews and observation sheets, which was obtained as result: 52% of consumers surveyed do not like the product packaging; and also 48% of respondents buy the product for its flavor, these characteristics were the basis for the design of the product image and an advertising campaign aimed at men and women aged 25 to 50 years old middle class social, whose activity is work, their interests and include fun and have an aggressive personality; campaign will be broadcast on social networks, radio, billboards, posters and mobile advertising, the tone of the campaign was information and positioning in which the ancestral flavor is emphasized, for the design pictures of the attractions of the canton they were used , the raw material and essential elements in developing the product. We conclude that handmade products lacking branding produce consumer distrust feature that prevents compete with other products produced industrially. artesanal producers liquor Cumandá Canton is recommended to implement the proposals made in this research in order to position itself in the minds of consumers as a traditional product first and come to compete with other national brands.