Diseño de estrategias de branding para la empresa Momo’s Café, ubicada en la ciudad de Guayaquil.

Abstract

The present work was carried out with the purpose of designing branding strategies for the company Momo’s Café, in the city of Guayaquil. An exploratory and descriptive investigation was used as a research methodology, using surveys with potential consumers to find out about the company's target and in-depth interviews with marketing and advertising professionals, with the purpose of determining whether the brand's image was it could be improved and how it could be improved, in addition to considering other aspects that could be useful for the planning of the work. In addition, a marketing plan was established in which to establish the necessary strategies to fulfill the objectives established in that plan, it was also necessary to carry out logo design proposals based on the market research carried out and subsequently a validation of these, from similarity was planted in the marketing mix. Finally, the financial plan was carried out, where it was established that the place of the strategies to be implemented, the company could have a general net flow in the first year of implementation of this plan of $13.641,62, it was also determined that the return of the investment with a relation to the investment in marketing it was of $4.4 for each dollar invested, so it is concluded that the investment in marketing based on the strategies planned will have positive effects on sales.