Citas bibligráficas
Cadillo, G., Rojas, H. (2018). Contribución de la identidad corporativa en el posicionamiento de la distribuidora “Ravelo” en el distrito de Trujillo, año 2018 [Tesis, Universidad Privada del Norte]. https://hdl.handle.net/11537/14014
Cadillo, G., Rojas, H. Contribución de la identidad corporativa en el posicionamiento de la distribuidora “Ravelo” en el distrito de Trujillo, año 2018 [Tesis]. PE: Universidad Privada del Norte; 2018. https://hdl.handle.net/11537/14014
@misc{renati/525967,
title = "Contribución de la identidad corporativa en el posicionamiento de la distribuidora “Ravelo” en el distrito de Trujillo, año 2018",
author = "Rojas Siccha, Heslerth Rolando",
publisher = "Universidad Privada del Norte",
year = "2018"
}
The world of marketing in the last decade is so dense, complex and evolved that, upon entering it, every supplier becomes a “competitor“. For many years now it has not been enough to offer the product directly, it would be naive and serious for your brand. It is necessary to use methods to achieve positioning and ensure the life of our commercial project with a marketing strategy that contemplates the “Construction of the Brand“ and only in this way we can position ourselves correctly. Currently, regarding the national beverage sector, we have PMA distributor E.I.R.Ltda who provides the distribution of carbonated beverages, such as coca cola, inka cola, among others. This, currently has a defined corporate identity strategy, allowing the client to know who they really are, consolidating their positioning in the market in a successful manner. It is thus, that, taking this point into account, it seeks to give weight and show all the qualities that the corporate identity has so that the client can know the image, the positioning and its differentiation against the competition. However, what is currently happening with the distributors that take the product to the final consumer within the city of Trujillo? Do they develop a corporate identity correctly? The distributors of beverages are not unrelated to this, despite the fact that in this area have as a differentiating value: quality, good service, among other factors, the corporate identity that they handle is not entirely correct, since most of the distributors they have an established corporate philosophy, that is, mission, vision and some outstanding values, however in the visual theme it is not the same, they lack an established brand identity, often giving them a disadvantage compared to new competitors in the beverage sector. Faced with this problem is born the present work that is to see how the corporate identity contributes to the positioning of the distributor of soft drinks “Ravelo“ located in the district of Trujillo, 2018. For which was identified the perception that customers have about the corporate identity of the distributor, in the same way it was determined the satisfaction that the customers of the distributor have over the corporate identity that it uses and finally determine the contribution to the current positioning of the distributor of soft drinks “Ravelo“ according to their identity corporate . The research is non-experimental descriptive, a survey was conducted on a sample of 132 clients from a total of 200 clients, in order to gather information on objective aspects (facts, behavior habits, personal characteristics) or subjective (opinions or attitudes). In this way, we conclude that Ravelo distributors of soft drinks in the district of Trujillo, fully develop their corporate identity, in the same way, the satisfaction that customers of distributors have about corporate identity is good because most of them they feel satisfied with the elements that compose it and that the corporate identity contributes positively in the positioning of the soft drink distributor Ravelo. Therefore, it was recommended that the distributor completely investigate the components that make up a corporate identity, in addition, the distributor was recommended to call their clients asking about the conformity they have towards their image through surveys, continue to improve in the corporate architectural character applying the quality service to maintain high customer satisfaction, likewise, it was recommended to fit into the digital world so that they have a greater number of clients and enter a new market segment and finally work the 4p' s of marketing to have a product or service that satisfies customers. have a good perception and therefore a good positioning.
IMPORTANTE
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