Branding para el posicionamiento del producto punto plaza de la Cooperativa de Ahorro y Crédito Nueva Esperanza Ltda. en la ciudad de Riobamba

Abstract

The present research work called "Branding for the Positioning of the Product Punto Plaza of the Savings and Credit Cooperative Nueva Esperanza LTDA. in the city of Riobamba", aims to positionthe product Punto Plaza and be recognized within the market of the city, to carry out this process it was necessary to use a quali-quantitative approach, the application of techniques such as surveys directed to the target population and an interview with the Manager, in order to know the customer profile, the actions and the distinctive features that the company handles. On the other hand it could be evidenced that 59% of them do not know about the product Punto Plaza of the Cooperativa de Ahorro y Crédito Neva Esperanza, 68% of the respondents know about the organic products through television and offline media, as well as 54% are informed through the social network Facebook, whichis why 100% of the people surveyed stated that branding would help in the positioning of the product Punto Plaza of the Cooperativa Nueva Esperanza LTDA. This information was treated through a statistical analysis, in order to develop strategies that contribute to solve those shortcomings that Punto Plaza product currently presents. Then the Branding Management was carried out by applying the 4 stages of the Pozo 2019 model, which is composed of the initial situation, brand identity, and strategic aspects with their respective costs and indicators, thus generating value to the products offered by the cooperative under study and leading to the positioning and recognition of the brand within the market of the city of Riobamba.