Propuesta de creación de una marca para la comercialización de arroz en la piladora “El Edén” ubicada en la ciudad de Babahoyo, provincia de Los Ríos, Ecuador.

Abstract

Research took place in Rice Mill Company El Edén from Babahoyo, which trades aged rice without using a formal Brand in a Market that evolves through the presence of national well-known brands, situation that deducts competitiveness to the company. It was set as general objective to develop a proposal of a new commercial brand for El Edén, so it was necessary to apply a methodology based on a descriptive design that analyzed the problem and the market opportunity. The approach was quantitative, with the application of surveys to potential clients, which results made evidence of an existing market for aged rice, mainly in a 2lb package presentation. Bibliographic research allow knowing that in average an Ecuadorian eats 93,06lb of rice per year, that is to say a quarter of pound daily, showing the opportunity on this massive consumption product. Competence is mainly conformed by fresh rice sellers and two aged rice brands, who are going to be faced with a formal and fresh brand, perceived with quality, called Buena Cosecha, and complemented with prices strategies, promotions, and social media presence. Financial study results allowed to evidence that the project is feasible.