Posicionamiento, identidad de marca y branding para Chocolate Mexicano con reconocimiento mundial

Authors

  • Manuela Camacho-Gomez Universidad Juárez Autónoma de Tabasco image/svg+xml
  • Rosario del Carmen Suárez-Jiménez Universidad Juárez Autónoma de Tabasco image/svg+xml
  • Irís del Carmen Rodríguez-Domínguez Universidad Juárez Autónoma de Tabasco image/svg+xml

DOI:

https://doi.org/10.29105/vtga6.2-601

Keywords:

Branding, Chocolate, Indentidad, Marca

Abstract

Tabasco, Mexico is considered the birthplace of chocolate, in addition to being the main producer of cocoa in the country. In this geographical area are various organizations dedicated to the manufacture and marketing of a wide line of chocolates. The objective of the research was to find out the position of the company Productos Wolter and to analyze whether obtaining international awards has had a favorable impact on the identity of its brands and its management. The study followed a qualitative method with a systemic phenomenological approach. The main findings show that the company has obtained 20 international awards in different cities around the world, where they have recognized its high quality and diversification of flavors in its products. However, these distinctions have not been capitalized on the positioning of their brands, they do not have a formal marketing plan, they lack promotion and advertising, their presence in points of sale is limited and no evidence was found that they have designed and put into It implements marketing strategies that place it as a competitive brand in the markets it serves.

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Published

2020-12-18

How to Cite

Camacho-Gomez, M., Suárez-Jiménez, R. del C., & Rodríguez-Domínguez, I. del C. (2020). Posicionamiento, identidad de marca y branding para Chocolate Mexicano con reconocimiento mundial . Vinculategica Efan, 6(2), 1358–1368. https://doi.org/10.29105/vtga6.2-601

Issue

Vol. 6 No. 2 (2020): VinculaTégica EFAN 6(2) July - December 2020

Section

Papers

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Copyright (c) 2023 Camacho-Gómez Manuela, Suárez-Jiménez Rosario del Carmen y Rodríguez-Domínguez Irís del Carmen

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