Elaboración de estrategias de marketing para el posicionamiento de la marca Co-Creari, centro de emprendimientos de la Pontificia Universidad Católica del Ecuador, Ibarra, Imbabura
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Date
2023
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Publisher
PUCE - Ibarra
Abstract
En la presente investigación tiene como objetivo general la elaboración de estrategias de marketing para el posicionamiento de la marca Co-Creari, Centro de Innovación y Emprendimientos de la Pontificia Universidad Católica de Ibarra en la Provincia de Imbabura (Ecuador). Para el inicio de esta investigación se revisó la parte bibliográfica y situación del proyecto para el planteamiento de objetivos que permitan desarrollar estrategias de marketing que beneficien en el posicionamiento para Co-Creari. En esta investigación se aplicó un enfoque mixto, una combinación entre los métodos cualitativo y cuantitativo, el cual por su diseño es una investigación no experimental, y de corte transversal. Para empezar se utilizaron instrumentos como una encuesta de conocimiento público del proyecto donde nuestro tamaño de muestra dio como resultado un total de 383 personas a encuestar, una entrevista a un coordinador de Co-Creari, y por último un Focus Group conformado por estudiantes, docentes, coordinadores de Co-Creari e integrantes de la convocatoria pasada de emprendimientos, esto con el fin de conocer las fortalezas, debilidades, oportunidades y amenazas que presenta el proyecto para definir estrategias de marketing pertinentes para el posicionamiento en la provincia de Imbabura.
The general objective of this research is to develop marketing strategies for the positioning of the Co-Creari brand, the Center for Innovation and Entrepreneurship of the Pontifical Catholic University of Ibarra in the Imbabura Province (Ecuador). The research began with a review of the literature and the project's situation to formulate objectives that would enable the development of marketing strategies to benefit Co-Creari's positioning. A mixed approach, combining qualitative and quantitative methods, was applied in this research. It involved a non-experimental, cross-sectional design. The research utilized instruments such as a survey targeting 383 individuals, an interview with a Co-Creari coordinator, and a Focus Group comprised of students, teachers, Co-Creari coordinators, and members from the previous entrepreneurship call. The goal was to identify the project's strengths, weaknesses, opportunities, and threats to define relevant marketing strategies for positioning in the Imbabura province. The most relevant results showed that approximately 83.1% of respondents were not aware of the Co-Creari project. The analysis indicated that, apart from Ibarra, the other cantons had no knowledge of Co-Creari due to insufficient advertising and limited brand exposure across the province. Consequently, the conclusion was drawn that the project's needs included budget constraints for advertising, improvement of communication channels, and increasing awareness of the Co-Creari project among 100% of students within the university community.
The general objective of this research is to develop marketing strategies for the positioning of the Co-Creari brand, the Center for Innovation and Entrepreneurship of the Pontifical Catholic University of Ibarra in the Imbabura Province (Ecuador). The research began with a review of the literature and the project's situation to formulate objectives that would enable the development of marketing strategies to benefit Co-Creari's positioning. A mixed approach, combining qualitative and quantitative methods, was applied in this research. It involved a non-experimental, cross-sectional design. The research utilized instruments such as a survey targeting 383 individuals, an interview with a Co-Creari coordinator, and a Focus Group comprised of students, teachers, Co-Creari coordinators, and members from the previous entrepreneurship call. The goal was to identify the project's strengths, weaknesses, opportunities, and threats to define relevant marketing strategies for positioning in the Imbabura province. The most relevant results showed that approximately 83.1% of respondents were not aware of the Co-Creari project. The analysis indicated that, apart from Ibarra, the other cantons had no knowledge of Co-Creari due to insufficient advertising and limited brand exposure across the province. Consequently, the conclusion was drawn that the project's needs included budget constraints for advertising, improvement of communication channels, and increasing awareness of the Co-Creari project among 100% of students within the university community.
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Keywords
Posicionamiento, Estrategias, Marketing