Plan de marketing para el posicionamiento de la marca “Y´EPA” de la empresa VP cóctel de la ciudad de Tosagua

The objective of the research was to design a marketing plan for the positioning of the “Y´EPA” brand of the VP CÓCTEL company in Tosagua city. Requiring for its development, the execution of three methodological phases: in phase one, the current situation of the company was diagnosed by studying the framework and micro environment through marketing techniques such as PEST analysis, SWOT, EFE matrix, EFI , MPC, and Porter's forces, then (phase two), objectives, strategies and an action plan were developed to boost the product demand; while in phase three, a distribution, promotion and budget plan is proposed to promote the positioning of the Y'EPA brand in the market. The results show a weak brand in positioning within the brand, little recognized, with financial deficiencies and affected by the negative effects in the liquor sector, as a result of the restrictive measures of the pandemic and the weakening of the economy, thus concluding, the need to establish the necessary mechanisms to increase demand and brand positioning, by strengthening the client portfolio, diversifying products, increasing demand and expanding marketing areas.

• Egile nagusia: Alcívar Bravo, Carlos Damián (author)
• Beste egile batzuk: Pincay Cedeño, Raysa María (author)
• Formatua: bachelorThesis
• Hizkuntza: spa
• Argitaratua: 2022
• Gaiak: Estudio de mercado; Plan promocional; Plan publicitario; Posicionamiento; Demanda
• Sarrera elektronikoa: http://repositorio.espam.edu.ec/handle/42000/1718