Diseño de estrategias para introducir una marca de arroz en el mercado Guayaquileño.

Abstract

This research aimed to analyze effective strategies for introducing a new rice brand into the Guayaquil market. A non-experimental research design was used, collecting primary data through surveys and interviews with experts in the rice industry and food product marketing. The results highlighted that the most effective strategies for introducing a new rice brand in the Guayaquil market include brand differentiation, promoting product quality, and implementing a competitive pricing strategy. Brand differentiation focuses on creating a unique identity that distinguishes the rice from other brands in the market. Promoting product quality highlights, the superior characteristics of the rice, such as its taste, texture, and nutritional value. Implementing a competitive pricing strategy involves offering attractive prices to consumers without compromising the quality of the product. These findings provide valuable information for companies seeking to enter the Guayaquil rice market, enabling them to develop effective marketing and commercialization strategies.