El posicionamiento de marca en la Asociación Artesanal Cuero y Afines de Quisapincha en el año 2016.

Abstract

The Association of Leather and Allied Craft Quisapincha is dedicated to the production and marketing of leather products. It was created in 2003 and has 57 partners, who offer their goods to domestic and foreign tourists on Saturdays, Sundays and holidays in the central square of the parish. Currently position a brand or company, it is a very complicated job because foreign brands occupy most of the mind, but it is not impossible because with innovative strategies can determine the level of recognition of it. This project aims to determine brand positioning Association of Artisan Leather and Allied Quisapincha in 2016 to increase the influx of tourists, which has been the driving factor of decrease of sales and profitability. Through the use of a structured set of questions questionnaire was ultimately determined that one of the places that they come to mind when you want to buy leather goods is Guano, and has a good level of acceptance with respect to the image that projects the organization. For this reason wanted to work in a positioning model, called the 3C's (coopetition, Convergence and Communication) of positioning composed of differentiation, innovation, quality, appropriate product / service and the psychic part of customer strategies and turn communication is to create positioning in the consumer preference for their purchases is the Craft Association.