Oportunidades de posicionamiento premium del licor artesanal ecuatoriano en el mercado latino de EE.UU.

Abstract

This research study examines the positioning opportunities for premium Ecuadorian artisanal liquor in the US Latino market, focusing on New York City. The research is supported by the high demand from people interested in premium products and the limited presence of Ecuadorian products. The main objective was to propose positioning strategies based on findings from consumer surveys. The study employs a mixed-methods approach, combining surveys and a semi-structured interview with an expert. This data was triangulated to gain a clearer understanding of the findings and results. The results demonstrate a high consumer appreciation for products with compelling storytelling and cultural origin, a willingness to pay for products perceived as higher quality, product design, the ease of acquisition, and the importance of certifications or compliance, as these factors demonstrate greater trust in the brand. Based on the results obtained, five positioning strategies were developed. Furthermore, it is concluded that Ecuador has the potential to compete in premium markets; however, the strategies to achieve this must be clear, achievable, and measurable, and must strengthen authenticity, quality, and trust in the brand.