Comunicación estratégica para el posicionamiento de la marca de la licorería Punto Frio

Abstract

Abstract: This paper proposes a strategic communications plan to strengthen the positioning of Punto Frío Liquor Store, located in Baeza, Quijos canton, Napo province. Despite having a stable track record since its inception in 2018, the business has weaknesses related to its visual identity, low digital visibility, and poor connection with its target audience. To understand its current situation, a mixed methodology was applied, combining quantitative and qualitative tools such as surveys, non-participant observation, and social media audits. Therefore, the results revealed low digital engagement, a lack of clarity in the brand narrative, and limited online recognition. Based on this assessment, a 360° communications proposal was designed, with objectives such as increasing engagement by 20%, improving the coherence of the visual identity, and strengthening its presence on social media. To this end, the plan includes differentiated strategies, an execution schedule, graphic pieces, a timeline, and evaluation mechanisms. Finally, it is concluded that strengthening communication requires not only technical actions, but also organizational commitment, ongoing planning, and long-term strategic vision.