Plan de comunicación para el posicionamiento de los productos de la marca la cacheñita del gad Parroquial de Cacha

Abstract

The Autonomous Decentralized Rural Parochial Government of Cacha has been working with an artisanal brand of food and beverages that are not available in the industrialized market, with its positioning limited to the parish of Cacha. Therefore, the objective of the research was to design a communication plan for the positioning products brand "LA CACHEÑITA" of GAD Parochial of Cacha. The methodology implemented was obtained from an inductive and deductive development of scientific books with qualitative and quantitative approaches to marketing theories and strategies; the non-experimental design was used in the systematic and rational research, as it is an organizational tool in the empirical analysis and cyclical development of research theories; the population studied was the city of Riobamba, being fundamental the hermeneutic methodology of theoretical, documentary and bibliographic character, which supported by sources of marketing books, communication and digitalization for the research development and its brand strategies with the information obtained from tools, methods, and instruments; which was an online survey that allowed obtaining relevant information of the consumer profile and the positioning of an industrialized brand. This study found that the rural parish government of Cacha developed an enterprise in the food and beverage market. However, the brand associated with this enterprise was identified as lacking visual and corporate identity in its products, along with inadequate communication and positioning. It concluded that "LA CACHEÑITA" does not have marketing and communication areas that facilitate the creation of products in the construction of cultural, business, and industrial identity of the brand communicatively adequate in the positioning of the industrialized market both locally and nationally.