Análisis del posicionamiento de la marca Dagua en la provincia del Guayas.

Abstract

Bottled water is a mass consumption product in the region, and the developing country has access to unsafe sanitation services, amounting to 37% of the population. At an international level, bottled water was born in France in 1826 and has been embraced throughout the world. It is located in the world with an amount of 22 billion liters of bottled water and a profit margin of 22 billion dollars annually. Ecuador has potential axes in various aspects that benefit national productivity, benefiting the productive reactivation in the national economic sphere. Advertising strategies are important to identify, promote and strengthen products in Ecuador. The entrepreneur from Dagua, found in the local market, became the first bottling company in the canton. Tesalia, the company that dominated bottled water for many years, has introduced the traditional market and has increased the active and innovative participation of advertising strategies to influence innovation and seeks to position itself at the national level. The objective of this work is to carry out a positioning analysis of the Dagua brand in the province of Guayas. Bottled water is a mass consumption product in this region, and bottled water is a key to the development of the country's economy. To obtain a complete understanding of the emotions, thoughts and behaviors of the participants, the in-depth interview technique will be used.