Estrategias de Marketing para Posicionar la Marca Aji-no-men®, Perteneciente a Sazonadores del Pacífico Cía. Ltda. de Guayaquil

Abstract

This case study aims to develop and apply marketing strategies to position the Aji-no-men® brand, belonging to Sazonadores del Pacífico Cía. Ltda. of Guayaquil. The need to position the new brand is justified by the principles that the company manages, one of them is the contribution of improving the quality of food life of consumers, through high quality products. Therefore, the company is committed to always venturing with new products to continue expanding its market, continue increasing the client portfolio and achieve a variety of products. The case study is descriptive, so interviews with sales executives and grocery store owners were used as a research technique. The methodology applied was of a qualitative-quantitative nature, for which a survey will be carried out on a total of 385 people aged 18 and older in the city of Guayaquil. The results obtained showed that the people who consume the most instant or precooked meals are young people and the social networks that they use the most are Facebook and Instagram. Finally, it is concluded that the Aji-no-men® brand cannot position itself in the market due to lack of communication, since this would allow the characteristics and attributes of the product to be known and to be present in the minds of consumers.