Browsing by Author "Rosa Dalila Puchi Bermejo"

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    Estrategias de posicionamiento para “Cerámica California” potenciando la presencia de productos ecológicos en la ciudad de Cuenca
    (Instituto de Tecnologías Sudamericano, 2024) Christian Andrés Méndez Sinchi; Rosa Dalila Puchi Bermejo
    This present degree work focuses on positioning the Cerámica California brand in the market of Cuenca, Ecuador. The main objective is to redesign the graphic identifier, design a graphic advertising proposal attractive to consumers, implement a digital marketing strategy and develop unique strategies against the competition. Based on theories related to the proposed topic, the applied research is mixed methodology, which includes a survey, interview and social network analysis. The responses reveal an acceptance of organic products among consumers. The redesign of the graphic identifier had a short process, since it was transformed into a typography that is in accordance with what the brand conveys. The graphic proposal was made to publicize the ecological and quality values of the Cerámica California brand, while the digital marketing strategy significantly increased the visibility of the brand. The findings result in clear, authentic communication about environmental benefits and attractive design. The same ones that are essential to distinguish a competitive market.