Estrategias de comunicación como mecanismo de posicionamiento de los productos de la microempresa “Cocteles y licores La Maná”, provincia de Cotopaxi

Abstract

“La Maná” cocktails and liquors, is a family microenterpise dedicated to make and produce cane flavored liquors, with 15 years of history in “La Maná”. The development and the application of publicitary strategies that promotes the products helps to get an business growth and development, whereby, the empresarial environment was investigated for being elemental to know the customer preferences. A strategic plan was developed to promote the products available, at the time helping to obtain and achieve brand recognition, also planify actions and strategies to spread the product information. This technic project characterizes for being a market study applied on “La Maná”, as the place that registers the biggest sale of products, pick up information trough direct observation, interviews, surveys, competency analysis, which pretended to generate a long term brand recognition trough the implementation of efficient strategies to help the brand to position as the market leader liquor enterprise. It determined that the variety of products (52%) and the attention (14%) were the representative factors for a customer when he buys. As well as the place of preference to acquire them are liquor stores (38%), stores (37%) and pubs (14%).