Estrategias de comunicación para el posicionamiento de la marca Zenzero

Abstract

Abstract: The Zenzero company, located in the city of Cuenca and dedicated to the artisan production, distribution, and marketing of ginger liquor, is made up of a small family group who decided to start with this business idea.Upon learning of the existence of internal and external communication deficiencies in the company, an investigation that found difficulties in the communication processes was carried out. These complications directly affect thepositioning of the brand mainly in digital media, where the company does not have support yet; Likewise, the organization has not agreed on the attributes that the company must communicate to customers as differentiating elements of the product, mainly due to the lack of an adequate work environment.In response to this, it is suggested to apply communication strategies structured step by step and focused on accomplishing the communication objectives that meet the needs of the company for the positioning of the brand; It is essential to structure a written document of Zenzero that gathers internal agreements of what elements of the company are communicable, according to the organization and its members perspectives.