Diseño de un sistema comunicacional para la comercialización del chontacuro.

Abstract

The present titling work proposes the design of a communicational system to market the chontacuro, due to the product lacks of visual identity, this communicational system will help to identify and introduce the product in supermarkets in the city of Puyo. The titling work was begun collecting information through a bibliographic investigation of primary sources like: books, magazines, newspapers; a field investigation was realized applying surveys to the habitants of the city of Puyo, also interviews to the chontacuro traders. In addition, a signing was used that helped to analyse to the indirect competition that exists in the market. With the analysed and selected information, it was realised the design phase based on the Methodology of Bruce Archer, complying three phases: analytic where the information was collected and analysed, creative where the established graphic pieces were done, and executive where the communicational system was presented, which covers: brand manual, packaging, merchandising in the point of view and publicity, the same are a proposal in the future. To create and design the graphic pieces it was taken into account the product characteristics, the indigenous nationalities symbols of the Amazonia, the style that the supermarkets which will sell the product manage. The packaging is made of polyamide and polyethylene that will keep longer fresh the frozen and vacuum packaging product, to facilitate its transportation the packaging will be made of corrugated cardboard. To market the product were proposed marketing strategies like: the functional strategy which will help to aim commercial objectives and the positioning strategy which will help to get inside the costumer's mind. The design proposal of the communicational system pretends to improve the product presentation, its sales and to catch another types of objective public.