Estrategia promocional para el reposicionamiento de la marca AGRÓPOLIS en el sector agrícola.
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Fecha
2019-09
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Universidad de Guayaquil: Facultad de Comunicación Social
Resumen
grópolis es una microempresa del cantón Durán que comercializa fertilizantes agrícolas mediante canal directo y los distribuye a pequeños agricultores. Agrópolis no es una marca reconocida incluso es confundida con otras marcas del sector. Actualmente afronta una baja recordación de marca lo que representa el objeto de estudio de la presente investigación que se formula con la siguiente interrogante ¿Cómo incide una estrategia promocional para el reposicionamiento de la marca Agrópolis en el mercado de fertilizantes en Guayas? El estudio está fundamentado con teorías relacionadas a posicionamiento y reposicionamiento de marca, recordación, valoración y reputación de marca y gestión de Branding como apoyo al posicionamiento. Siendo de enfoque mixto con alcance exploratorio donde se utilizaron los metodos inductivos y deductivos con encuesta, entrevista y fichas de observación cuya población se tomó como referencia la cantidad de agricultores en la provincia del Guayas según estadísticas del Ministerio de Agricultura y Ganadería en el año 2000, delimitándolo a los cantones de Yaguachi, Samborondón, Durán, Milagro, El Triunfo, Naranjal, Naranjito y Jujan. Como alternativa de solución se diseñó una estrategia promocional de reposicionamiento de la marca Agrópolis en el mercado de fertilizantes con el concepto creativo “Por una agricultura mejor”.
Agrópolis is a small business located in Duran, which commercializes farming fertilizers, through a direct channel to distribute them to small farmers. Agropolis is not a recognized brand, actually it is confused with other brands from the same area. Curremtly it faces a law remembrance of brand which represents the object of studio of the present investigation which is formulated with the following question ¿How does a promotional strategy influence for the brand repositioning of the brand Agrópolis on the fertilizers market in Guayas? The studio is founded with the theories related to positioning and repositioning of the brand, remembrance, valoration and reputation of the brand and Branding as support to the positioning. Being a mix focus with an exploratory outreach, using inductive and deductive methods with a survey, interview and observation sheets which population was taken as a reference the amount of farmers in the province of Guayas according to the statistics of the Farming and Livestock Ministry in the year 2000, defining it to Yaguachi, Samborondón, Durán, Milagro, El Triunfo, Naranjal, Naranjito y Jújan. As alternative of solution a promotional strategy was designed with the creative concept “For a better agriculture”.
Agrópolis is a small business located in Duran, which commercializes farming fertilizers, through a direct channel to distribute them to small farmers. Agropolis is not a recognized brand, actually it is confused with other brands from the same area. Curremtly it faces a law remembrance of brand which represents the object of studio of the present investigation which is formulated with the following question ¿How does a promotional strategy influence for the brand repositioning of the brand Agrópolis on the fertilizers market in Guayas? The studio is founded with the theories related to positioning and repositioning of the brand, remembrance, valoration and reputation of the brand and Branding as support to the positioning. Being a mix focus with an exploratory outreach, using inductive and deductive methods with a survey, interview and observation sheets which population was taken as a reference the amount of farmers in the province of Guayas according to the statistics of the Farming and Livestock Ministry in the year 2000, defining it to Yaguachi, Samborondón, Durán, Milagro, El Triunfo, Naranjal, Naranjito y Jújan. As alternative of solution a promotional strategy was designed with the creative concept “For a better agriculture”.
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FERTILIZANTES, POSICIONAMIENTO, REPOSICIONAMIENTO, VALOR DE MARCA
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