Re-branding para posicionar la marca de vinos artesanales “La Providencia” de la parroquia La Providencia, cantón Guano

Abstract

This research work aimed to design a rebranding plan to position the brand of artisanal wines "La Providencia" from the La Providencia parish, Guano canton, in the city of Riobamba. Both quantitative and qualitative methodologies were applied, at a descriptive and exploratory level, using inductive, deductive, and analytical-synthetic methods. These methods allowed for the identification of the target population and the sampling of the economically active population (EAP) of Riobamba to determine the consumer profile. Matrices such as SWOT, MEFI, MEFE, and a Cross-Impact Matrix were also analyzed, which helped identify internal and external factors that need to be leveraged and addressed for proper brand positioning among the public. In this way, a new brand proposal was presented, including an organizational philosophy, a brand manual, and strategies to project a better image of the product. The results showed that 99.5% of the potential market is not familiar with the brand due to the lack of different strategies, such as social media presence. It was also focused on how the brand "La Providencia" is being conveyed with the artisanal wines. It was found that 41.4% of respondents, 32.8%, and 20.1% mentioned that the Providencia logo is eye-catching but not representative of the desired positioning in the potential market. In conclusion, the market research applied various techniques and tools to identify the current situation of the La Providencia Parish Government Autonomous Decentralized Organization (GAD) regarding its artisanal wine product. It is recommended that La Providencia's main focus be on understanding the profile of the target consumer to guide their commercial implementation efforts.