Diseño de propuesta de marca de granola artesanal como estrategia comunicacional en Babahoyo, Los Ríos.

Abstract

Granola homemade is one of the most demanded products, however, there was a lack of information about it, causing a lack of awareness of handmade Granola in the town, blocking it from having sales opportunities. This research aimed to design a brand proposal for handmade granola as a communication strategy for its distribution in Babahoyo canton, province of Los Ríos. Therefore, we selected Bruce-Archer's systematic method as a guide to advance the processes and techniques to be used in the development of the brand during all its stages. This method is divided into three main stages: analysis, creativity and execution. Using this methodology, we identified the traditions and customs of Babahoyo in order to incorporate them into the design of Granola products. We designed a brand manual to establish guidelines for the use of the visual identity. The packaging was designed in plastic with a zipper closure, resistant to oxygen, humidity and UV rays. We concluded that it is necessary to establish the required characteristics of the product, such as quantity, price, production date, expiration date, preparation method, nutritional information, and the airtightness of the package for the adequate packaging. We recommend conducting interviews with prospective consumers in order to have information and characteristics of a target population.