Estrategias competitivas de posicionamiento para la marca nacional de yogurt chivería en el canal de distribución de supermercados de la Corporación el Rosado.

Abstract

In recent years, the Ecuadorian dairy industry has experienced rapid growth, driven, among other factors, by a widespread trend among consumers toward purchasing products that are characterized by their functionality, their adherence to a healthy approach, and their adequate added value. In this competitive context, the national brand Chivería, which has built its reputation over more than sixty years, now faces the urgent need to consolidate and expand its position on the shelves of Corporación El Rosado, one of the country's leading modern distribution chains. This research has focused on the formulation of competitive positioning strategies to strengthen Chivería's presence in this channel. To this end, an intertwined quantitative and descriptive approach was designed, which used surveys of yogurt consumers to measure brand recognition, investigate perceptions of its attributes, detect purchasing preferences, and decipher the determining factors in consumer decisions. The results of the analysis revealed, in summary, that despite the brand's solid recognition, it suffers from a number of limitations that focus on poor visibility on the shelf, the relative fragility of point-of-sale promotions, and a weak communication presence in advertising channels. Considering the above diagnosis, strategic lines were constructed utilizing the 4P framework, focusing on optimising product availability, diversification into functional categories, the use of sustainable packaging, enhanced communication in digital spaces, and the development of mechanisms to foster consumer loyalty. It is posited that these strategies would help in the further advancement of Chivería, reinforcing its competitive stature within the mass distribution segments and streamlining the process of domestic assimilation of the agri-food supply.