Propuesta de estrategias de comunicación para el posicionamiento de la marca nutrizoo en el producto leches saborizadas de lácteos San Antonio C.A. en la ciudad de Cuenca período 2014-2015

Abstract

This thesis aims to identify the current positioning that has NUTRIZOO flavored milk of Dairy San Antonio C.A. and competition thereof. For which it was made in Cuenca city, surveys and a focus group with mothers of children between 3-12 years of age whose consumption of the product is less than or equal to one week.

The sampling method used is multistage, was divided into three stages. For data analysis was used SPSS by applying descriptive, correspondence analysis, biplot method, ANOVA.

Thus identifying the attributes sought in flavored milk are: nutrient content and low in sugar.

NUTRIZOO currently does not have a positioning so it is proposed focus on the benefits sought and give a plus to differentiate themselves from the competition. The direct competition is Toni, and the substitutes are: packaged yogurt and packaged oatmeal.

The proposed strategies are: market strategy - product development and generic strategy of differentiation. For the communication of product was used Pull strategy communication.