Guía para la aplicación de marketing sensorial a través de branded content experience y merchandising para la categoría de chocolates. Caso: American
Chocolate is a product that for many has an incomparable flavor, and for most has become the staple as a perfect gift. Who has not bought chocolate? Everyone has done it, is a valued product in every point of sale and we can be found in multitude of brands colors and shapes. Ecuadorian chocolates ar...
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| Materialtyp: | bachelorThesis |
| Språk: | spa |
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2016
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| Länkar: | http://dspace.udla.edu.ec/handle/33000/6808 |
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Lägg till en tagg | Sammanfattning: | Chocolate is a product that for many has an incomparable flavor, and for most has become the staple as a perfect gift. Who has not bought chocolate? Everyone has done it, is a valued product in every point of sale and we can be found in multitude of brands colors and shapes. Ecuadorian chocolates are regarded as one the best in the world, according to Leaders Magazine. The founder of Kallari association, Carlos Pozo, which was established in Tena, emphasizes that consumer preferences vary by geographical market, he points out the contrasts between the Ecuadorian market and other countries. He explained that locally there is a sweeter product demand with a smaller percentage of cocoa mass; while the European consumers demand a darker and bitter chocolate. He affirms that 70% of the product that his company makes is sold within the country and 30% is exported. The destinations for his sought after chocolate are mainly United States, England, Spain, Italy, Germany, Switzerland, Denmark and since 2011, they are also sold in Japan. Leaders Magazine (2013). There are lot of brands in the chocolates’ category that have an extensive line of products that vary depending on flavors, size, color and shape. These vast variety is what continues to draw consumers to chocolate. The type of promotion chocolates have had in the Ecuadorian market has been more traditional than experiential. Due to the multitude of brands companies now are in search of a better connection with the consumer to solidify the brand. The communication that takes place in the point of sale must be essential for the consumer to remember a brand and that is what American chocolates wants to do on this new approach through a modern channel (P.O.P.) |
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