Plan de posicionamiento a partir de la propuesta de valor para la marca Fussion en el mercado urbano de la ciudad de Cuenca para el periodo 2024

Abstract

This thesis proposes a positioning plan for the brand “Fussion” offered by the company

Imperial BC S.A. in the urban market of Cuenca for the period 2024. Fussion is a line of ready- to-drink carbonated cocktails that belongs to the category of alcoholic beverages (RTD).

Despite the growth of the RTD market, the brand has not achieved a relevant market share due to the lack of a clear value proposition and effective communication strategies. This project seeks to define a distinctive proposition and formulate marketing strategies that will increase market share and brand awareness. Through an analysis of the current situation of the brand and a mixed market research, a value proposition canvas will be developed that will allow Fussion to strategically position itself in relation to its competitors, generating preference and loyalty among consumers in Cuenca.