Desarrollo de marca de la barra de chocolate para posicionar en redes sociales en la ciudad de Quito.
The subject of this thesis revolves around the development of a chocolate bar brand, to establish a strong presence on social media, specifically within the city of Quito during its venture into the national chocolate market. During this exploration, new products were introduced, such as chocolate p...
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| Format: | masterThesis |
| Jezik: | spa |
| Izdano: |
2024
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| Teme: | |
| Online pristup: | https://dspace.unl.edu.ec/jspui/handle/123456789/29016 |
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Dodaj oznaku | Sažetak: | The subject of this thesis revolves around the development of a chocolate bar brand, to establish a strong presence on social media, specifically within the city of Quito during its venture into the national chocolate market. During this exploration, new products were introduced, such as chocolate powder, which found widespread acceptance as a key ingredient in pastries. The unique flavor characteristics of Ecuadorian fine aroma cocoa make it a favorite among agricultural producers, chocolatiers, and chefs. Ecuador, renowned for its cocoa production in various provinces including Esmeraldas, Pichincha, Manabí, Napo, and Zamora Chinchipe, hosts a multitude of small and large-scale cocoa producers. The favorable geographic conditions have enabled them to produce and market cocoa in both small and large quantities, playing a crucial role in providing employment opportunities for a specific segment of the population. The proposal advocates for the social media positioning of a chocolate bar sourced from agroecological producers in the country, ensuring a chemical-free product. This approach not only guarantees the richness of the chocolate but also supports the entire production chain, from the farmer to the end consumer, with a specific focus on the age group of 5 to 75 years. In the strategic planning of objectives, there is a significant emphasis on brand development, implementing a marketing mix, and proposing the promotion of the product on social media to achieve the appropriate focus, incorporating various theories presented in the development of this work. The product has gained popularity across all generations, both nationally and internationally, prompting the implementation of marketing terms, presentation, product display, and social media publication, encompassing dimensions, concepts, and indicators derived from the techniques employed in the focus group. During the discussion, a comprehensive analysis of product, placement, promotion, and pricing was conducted. The evaluation revealed positive feedback regarding the chocolate bar, with 41% of the chosen audience expressing admiration for the aesthetically pleasing box, practical box-opening mechanism, and well-highlighted color design. The preferred color for the interior box design is white, while the chosen colors for the exterior box align with expectations. The logo is deemed attractive, attention-grabbing, and creative, with the name "Chocolates Ecuarico" representing Ecuador and conveying a sense of nutritional richness. The slogan "Es Rico y saludable" (It's rich and healthy) aligns with the brand's ethos, emphasizing the goodness 5 of the product. The product description is considered to include "It's an agricultural and natural product." Regarding product placement, 97% of participants indicated they would purchase the product if available in the market. Feedback suggested a potential improvement in size, with 42% of the focus group expressing interest in additional product varieties. The preferred locations for purchasing the product, in order of preference, include supermarkets, tourist shops, cafes, local markets, social media, and other outlets. The decision-making process for acquiring the chocolate bar is primarily based on quality, followed by price, with packaging contributing 15% to the overall decision. Respondents indicated a willingness to recommend the product in its entirety. Price preferences for agroecological chocolate were gathered through 20 votes, with 2.00 USD and 3.00 USD receiving equal votes. The price of 2.50 USD for the "Chocolate Ecuarico" bar gained acceptance from 87% of respondents, with 93% considering it accessible. In conclusion, "Chocolates Ecuarico" emerges as a brand poised for significant impact on social media upon its launch. The proposition of agroecological chocolate bars in the city of Quito is supported by an appealing package, a compelling product, and values that position it as a premium brand. The proposed strategy for interactions on Facebook, Instagram, Tik Tok, and Whats App underscores the importance of engaging with the audience. Further studies are recommended for the brand, slogan, values, and chocolate packaging to propose new products. Interested individuals are invited to visit the suggested brand's Facebook page. |
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