Diseño y posicionamiento de marca para la pequeña empresa de producción y comercialización de hortalizas y frutas, “PROAGRIP CIA. LTDA”, del cantón Ambato, provincia de Tungurahua

Abstract

The company "PROAGRIP CIA LTDA.", Has been engaged in the production and commercialization of vegetables and fruits for 15 years, during which time it experienced the commercialization of its products to markets of our country, therefore it is necessary to design a brand for achieve a better positioning of small business in the market. It is for this reason that the present research work has focused on an analysis of its internal and external customers of the company, in order to increase its sales and introduce a differentiation between the other existing brands, studying the positioning theories of mark and thus have a study and wider knowledge of the different ways of studying the same. After interpreting the results of applied research to customers, we can realize that we must apply aspects such as presentation, price and quality of the product, in order to improve and increase sales of the organization, even more if it is a product of which they will serve and feed their families. The proposal directed me to see the need of the small business "PROAGRIP CIA. LTDA "to create new marketing strategies, such as the implementation of 3C's brand positioning, in this way will be known among its customers and also among the competition.