Plan de marketing para reposicionar la marca Zhumir Aguardiente en el mercado urbano de la ciudad de Cuenca para el periodo 2022 – 2023

Abstract

The objective of this project was to develop a Marketing Plan for the flagship product of Corporación Azende's portfolio Zhumir Aguardiente; the same seeks to adjust to the current needs of consumers and the new ways of consumption due to COVID-19. For that, as a starting point, it was necessary to analyze the company internally and externally. In addition, know how it fared against its competition in terms of image, visibility, and sales. Then, a quantitative study was applied to a population sample. This information improves our understanding of their behavior and preferences regarding distillates and spirits. This information enables the creation of a comprehensive marketing plan focused on striking proposals and strategies based on product, place, promotion, and price. This marketing plan is adjusted to the investment budgets of Azende's company with the purpose of improving the current sales.