Examinando por Materia "Apalancamiento de marca"

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    Ítem
    Creación de una estrategia de extensión de línea como apalancamiento estratégico de la marca El Castillo
    (Universidad EAFIT, 2024) Urrea Parra, María Alejandra; Uribe de Correa, Beatriz Amparo; Londoño Vélez, Natalia
    In 2019, El Castillo brand was created by Distribuidoras Imperial and El Castillo; it is currently known in the antioquian market for the commercialization of food products, toiletries and personal care products. To enhance the growth of the brand and consolidate its position in the market, an extension of the line of grains is intended, incorporating beans and lentils, through a strategic leverage; this, in favor of the constant growth in the market and its future projection. With this in mind, the aim was to build a line extension leverage strategy to boost Distribuidora Imperial's growth and increase its market share in the grain market; to achieve this objective, a mixed methodology was established through which a complete overview of production, consumption and related trends was obtained, and which also provided relevant information from the consumers of the brand and the products of interest. With the information obtained, a value proposition was defined to respond to consumer needs and expectations, and a general strategy was established for the distribution of the new product. This analysis has suggested a suitable environment to carry out the line extension in response to the current demand for the products and the image that consumers have of the brand, since they highlight that, due to its added value, the current proposal is feasible.