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http://dspace.udla.edu.ec/handle/33000/879| Tipo de material : | bachelorThesis |
| Título : | Campaña de posicionamiento. Caso: Pasochoa Natural |
| Autor : | León Espín, Claudia Alejandra |
| Tutor : | Bohórquez Velásquez, Jorge Washington |
| Palabras clave : | CAMPAÑA PUBLICITARIA;POSICIONAMIENTO DEL PRODUCTO;INDUSTRIA ALIMENTARIA;PRODUCTOS NATURALES;MIEL |
| Fecha de publicación : | 2020 |
| Editorial : | Quito: Universidad de las Américas, 2020 |
| Citación : | León Espín, C. A. (2020). Campaña de posicionamiento. Caso: Pasochoa Natural (Tesis de pregrado). Universidad de las Américas, Quito. |
| Resumen : | Dado que el consumo de azúcar está teniendo grandes problemas con relación a la salud de las personas, tales como: sobrepeso, obesidad, alteraciones hepáticas, desordenes de comportamiento, diabetes, hiperlipidemia, enfermedades cardiovasculares, hígado graso, algunos tipos de cáncer y caries dental (Cabezas, 2015)... |
| Descripción : | Since the consumption of sugar is having great problems in relation to the health of people, such as: overweight, obesity, liver disorders, behavioral disorders, diabetes, hyperlipidemia, cardiovascular diseases, fatty liver, some types of cancer and tooth decay (Cabezas, 2015). Entities such as The Ministry of Public Health have created different mechanisms to raise awareness and communicate to people about the status of processed foods. This with the objective that the Ecuadorian public is interested in consuming more natural and less harmful products for their health, such as honey, 100% natural, organic product that does not go through any chemical process and that in addition to sweetening it has proteins and minerals that the body needs. “The intake of free sugars, including the content of products such as sugary drinks, is one of the main factors that is leading to an increase in obesity and diabetes in the world” (WHO, 2016). People continue to consume it, as well as in Ecuador, diabetes and hypertension have increased in the last 10 years. The problem is that although sugar is having negative effects on people's health, they continue to consume it, but there is another product that is not only 100% natural, but also has a sweetening power, apart from Being beneficial to health, its name is: honey. For this reason there are ecological beekeeping ventures that are based on a comprehensive and sustainable approach to beekeeping, where they take advantage of all the products that bee hives offer. One of these ventures is Pasochoa Natural, which, despite having 10 years in the market, has never developed a communication process making it known that honey is a product that has been in the world since ancient times, and is recognized for its healing qualities and as a great food. Therefore, the main problem lies in the lack of an advertising process to position the Pasochoa Natural brand in its target group. |
| URI : | http://localhost:8080/handle/33000/879 |
| Aparece en las colecciones: | Licenciatura en Publicidad |
Ficheros en este ítem:
| Fichero | Descripción | Tamaño | Formato | |
|---|---|---|---|---|
| UDLA-EC-TPU-2020-01.pdf | 7,76 MB | Adobe PDF | Visualizar/Abrir |
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