Design of Marketing strategies for brand positioning of the Hot Cup Foundation (Fundación Tacita Caliente)
Journal Title: Prohominum - Year 2021, Vol 3, Issue 2
Abstract
The Tacita Caliente Foundation is a non-profit organization, created in order to help the Community by offering services charities such as social, medical, emotional and spiritual assistance, supporting nutritionand strengthening community development through people in situations of risk and vulnerability, without having resources own to function effectively. So it is posed as objective to design Marketing strategies for the positioning of the brand of The TacitaCalienteFoundation. Research approached from the positivist paradigm quantitative approach, a feasible project supported by a descriptive, explanatory research type field design. Between the results obtained, it is evident that publicizing the work of the Foundation beyond the community where the Foundation lives, through of an information campaign using social networks, they constituted validated strategies designed by the authors. Likewise, developed activities such as the preparation and disseminationof brochures, banners, promotion of the foundation's activities on the street. Are strategies have achieved the positioning of the Tacita Caliente Foundation as a brand to strengthen its actions within the communities, strategy that allows you to continueexercising, with better management of economic resources, its mission and vision for the care of the population in Ecuadorian vulnerability condition
Authors and Affiliations
Rosa Amelia Moreira Ortega, Dennise Gabriela Díaz Saavedra, María José Bustamante Zambrano
Keywords
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- EP ID EP707890
- DOI 10.47606/ACVEN/PH0078
- Views 63
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