El poder del posicionamiento. Caso Nirsa

The objective of this article is to evaluate the importance of generating brand positioning based on the analysis of the Nirsa case of Guayaquil -Ecuador, with its canned tuna products of the Real brand. A documentary research and an interview with the Sales Manager of the company Nirsa were carried...

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Bibliographische Detailangaben
1. Verfasser: Chedraui, Lorraine (author)
Format: article
Veröffentlicht: 2017
Schlagworte:
Online Zugang:https://doi.org/10.33890/innova.v2.n10.1.2017.485
https://repositorio.uide.edu.ec/handle/37000/3574
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Zusammenfassung:The objective of this article is to evaluate the importance of generating brand positioning based on the analysis of the Nirsa case of Guayaquil -Ecuador, with its canned tuna products of the Real brand. A documentary research and an interview with the Sales Manager of the company Nirsa were carried out. The main results obtained were as follows: the benefits of the product and highlight its most outstanding characteristics, define the distinctive place in the market and make the brand a solid basis of competitive advantage, this contributes to increased sales, of the reputation of a brand, and helps new product lines in the market more easily