Activación de marca de productos con bajo nivel de ventas del Centro Gourmet Delicatensen de la Europea en la ciudad de Cuenca en el año 2013

Abstract

This thesis focuses on the development of brand activation for products with low levels of sales of the Delicatesen Gourmet Center of La Europea, which is located at Remigio Crespo Avenue and Lorenzo Piedra Street.

Chapter I describes the general aspects of Food Industry La Europea and its Gourmet Center Delicatesen. It also describes an analysis and diagnosis of the current situation of the products which have low sales in the Gourmet Center.

Chapter II describes the development of objectives and brand activation strategy for these products.

In Chapter III we evaluate the results obtained by the brand activation and the achieve of objectives.

Finally, we present conclusions and recommendations of this study.