Bibliographic citations
Loayza, N., Díaz, A. (2021). Posicionamiento de marca del agua de mesa Chan Chan y propuesta de plan de comunicaciones integradas de marketing 2021 [Tesis, Universidad Privada Antenor Orrego - UPAO]. https://hdl.handle.net/20.500.12759/7147
Loayza, N., Díaz, A. Posicionamiento de marca del agua de mesa Chan Chan y propuesta de plan de comunicaciones integradas de marketing 2021 [Tesis]. PE: Universidad Privada Antenor Orrego - UPAO; 2021. https://hdl.handle.net/20.500.12759/7147
@misc{sunedu/3586663,
title = "Posicionamiento de marca del agua de mesa Chan Chan y propuesta de plan de comunicaciones integradas de marketing 2021",
author = "Díaz Talledo, Alejandra Belén",
publisher = "Universidad Privada Antenor Orrego - UPAO",
year = "2021"
}
The objective of this research work was to know the current positioning of the table water brand Chan Chan, to propose an integrated marketing communications plan. Also, we used a quantitative and qualitative approach, of a non-experimental type with a descriptive cross-sectional design. To obtain the information, we used data collection techniques such as the interview and survey guide. Also, we perform a face to face interview with the partner of the company. Likewise we applied an online survey using the Google Forms format, where a total of 301 people between the ages of 18 to 60 years, was determined as a sample, allowing to achieve the final results on the current positioning of the brand. Regarding the results obtained, we define that Chan Chan table water brand has a low level of recognition in the city of Trujillo with 31.23%, since it does not have a good level of positioning as an established brand in Trujillo compared to others. However, is easy to remember for the Trujillo population the name Chan Chan with a percentage of 43.85%, likewise, 42.86% represent identification with name due to them culture and roots. Finally, it is concluded that the results obtained in their entirety determined the positioning of the table water brand Chan Chan as low, between the segment of the selected ages, therefore, a proposal for marketing communications plan is prepared using the positioning strategy through cultural symbols. It is considered to use the most appropriate marketing strategies such as advertising through social networks, radio and television, sales promotions through discounts and offers, and promotional merchandising for brand recognition and personalized sales.
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