Propuesta de nuevo posicionamiento para restaurante Meat`s y su plan de comunicación con base a la temática deportiva

Abstract

This intervention project aims to get a new positioning and communication plan for Meat's restaurant, which is currently operating in the area of "Hermano Miguel La Salle" high school in the city of Cuenca; it prepares and sells fast food. In order to achieve the objective of this study, a qualitative market study in Cuenca was carried out, being this the tool used to determine the positioning type more convenient for this restaurant. Thus, a new enterprise image and a new way of communication were generated for implementing the desired positioning. Among the proposals developed are the renaming of the brand "Meat's", by generation a renovated motto, a logo meeting the new concept, branding to accompany and reinforce the brand image, as well as a new gastronomic offer based on sports theme. By changing the brand and defining the target population, a communication plan was created in which the communication plan generated a motto and logo in order to achieve positioning in the consumer's mind. Likewise, marketing techniques such as the proposal of enterprise marketing are used, which is the set of elements that a brand has as to differentiate from other competitors; thus, it generates remembrance in the target population. Correspondingly, a media plan is prearranged as the way how the new brand will be advertised.