Diseño de un plan de comunicación para el posicionamiento de la marca PTCH Cebichería

Abstract

The project responds to the marketing and communication needs that are demanded in these times, due to the rise of new information and communication technologies in global trade and monetary dynamics and, in turn, in local entrepreneurship framed in the supply relationship / demand and price / product. The communication plan for the positioning of the PTCH Cebichería brand is based on the study of the competition through market analysis and comparative matrices between five establishments where the necessary material was extracted to apply it to the communication plan. In addition, strategies linked to creativity and innovation are proposed, according to the formats and standards of the main social networks, such as actions to implement posts and publications that play with psychology and/or neuromarketing that relates to the sensory senses of the human being to perceive a product. The brand under study was born from a family project that began 30 years ago, with rustic and/or traditional positioning methods, characterized by the charisma of its owners, and now, with this launch, a foundation is left for the strengthening of the brand at a macro level in the future