Diseño de un Plan de Posicionamiento de Marca para la Pastelería Dulcemente Ubicada en la Ciudad de Santa Marta

Abstract

This research paper deals with the design of a positioning plan for the Dulcemente pastry shop, located in the city of Santa Marta, Magdalena. Since 2018, which originates in order to cover the need to improve the status of the company, where the differential advantage is highlighted and/or valued, thus obtaining a greater market share. In Santa Marta the confectionery and pastry sector is in splendor, particularly those businesses that are directed towards a persistent innovation of the products, so that the idea of designing a brand positioning plan arises that focuses on the differentiated value that the product has, so that it can be played with the consumer's senses generating a unique experience for him. As a first measure, a brand study will be carried out, in order to collect data that help Dulcemente gain acceptance in the current market, later it is The design of marketing strategies is important to strengthen the status and propagation of the brand, in order for it to gain public recognition, then as point to take into account in the development of this work is the projection of costs, knowing how much will have to be available at the time of implementing the positioning plan of brand to the pastry Sweetly, finally the identification of the indicators commercial, this to define a line of action and meet the objectives set.