Diseño de estrategias de marketing para la introducción de una marca de chocolate artesanal en la ciudad de Portoviejo.

Abstract

This project deals with the chocolate market based on artisanal chocolates, this micro-enterprise that continues to grow today. In the city of Portoviejo it can be determined that there are many brands of artisan chocolates at an international level and well positioned, this opens the way to small and medium-sized companies called micro-companies of artisan chocolates of all kinds, the ARTISAN CHOCOLATE brand "BIJAHUAL" has been operating in the market for a period of 4 years, analyzing the real situation of this brand, it stands out in a market that has an attractiveness that is lacking and that is currently positioned in a saturation space and that there are some small and medium-sized brands in the middle, a market study to establish the situation in which the brand is inserted, applying interviews and a consultation to resolve future decisions in the market, more than 80% of the market is unaware of the BIJAHUAL ARTISAN CHOCOLATE brand, around 10% recognize the brand through social networks or family and friends, then this rate of introduction and branding will apply to the mind of the consumer and thus an analysis was carried out to know that it is financially sustainable.