Estrategias de marketing y el Posicionamiento del chocolate artesanal de la microempresa CHOCOLATE DOÑA MELITA del cantón Tisaleo en la provincia de Tungurahua.

Abstract

CHOCOLATE DONA MELITA, is a microcompany that from his beginnings one has dedicated to the production and commercialization of handcrafted chocolate in tablet, for what across the time one has come realizing the processes so much of manufacture as those of commercialization of the same way without any modification. It is for this reason that in the present project of investigation realizes an exhaustive analysis so much internally as day pupil hereby to determine the current situation of the microcompany and with the purpose of searching, establishing and promoting strategies that allow to generate recognition inside the market and in addition to achieve a positioning, this by means of the loyalty of the current clients and the diffusion to manage to call the attention of other possible clients. By means of the investigation it was possible to determine that the microcompany is not recognized, much less his product, this owes according to the investigation to which he lacks a brand which could be identified, recognized and remembered. This way the offer is focused in the identification of the fundamental factors that are immersed in the process of creation of the brand, creation of Slogan, Logo, and since it will be his positioning across social networks, a modality or methodology that in the last years is having reception great, for his versatility, for his facility to the moment to apply the raised strategies, and especially for his low cost and great mass-production and diffusion, achieving of this one way to hoarding or underserved markets or with little variety to choose.