Estudio de posicionamiento de la marca Don Sancho de la empresa Puertomar S.A.

Abstract

The study focused on the analysis of the positioning of the Don Sancho brand, belonging to the tuna company Puertomar S.A., in the Ecuadorian market. The main objective was to determine how the brand is perceived by consumers and its current position compared to the competition. The attributes that consumers associate with the brand, its level of recognition, and the perception of its quality, price and value compared to its competitors were examined. The research was justified by the importance of brand positioning for business success, since it allows companies to differentiate themselves, retain customers, increase sales and build a solid image. A mixed methodology was used, combining consumer surveys with quantitative and qualitative data analysis. The results showed that Don Sancho has a low positioning in the market, with a low level of recognition, a negative perception of quality and value, and a low preference by consumers. It was concluded that the brand needs to strengthen its attributes, improve its communication and customer experience to reposition itself in the market. A strategic repositioning plan was proposed with strategies to optimize the brand's attributes, strengthen its communication and improve the customer experience.