- ENDÉMICA BEER -
Rebranding and creation of repositioning marketing strategy for Endémica Beer made in San Cristóbal, Galapagos, ECUADOR.
This research project has as its theme the Marketing strategies in order to reposition the “Endemic” beer in the San Cristobal Island of the Galapagos Archipelago, year 2019; This topic was chosen since there is a decrease in sales since it does not have an adequate positioning; It is also important to boost and represent the local market and in turn the foreign market.
Regarding the research methodology, the mixed method was used, the qualitative focus group, which was carried out on certain native inhabitants and with this conclude that they consider that the taste of the endemic craft beer is very strong, and the method was used quantitative that allowed surveys of the native population over 18 years of age in San Cristóbal; After the analysis and interpretation of the results, it was proposed in the proposal, positioning strategies and marketing mix for repositioning the brand. It was also recommended to change market segmentation and modify the current positioning to a new one: "Intense, like the power of the Island", thus also innovating its image. It is suggested to develop a communication plan to interact with consumers.
OLD POSITIONING:
"Local beer, craft beer"
NEW POSITIONING:
"Intense, like the power of the Island"
*LIMITED EDITION*
Relaunch event to create interaction with the population of San Cristóbal
MATERIAL POP
