Propuesta para el posicionamiento de la marca VODKA INSTINCT

Abstract

The objective of this research was to analyze the positioning of the brand vodka INSTINCT alcoholic beverage in the city of Bogotá, circumscribing it specifically to the town of Chapinero; The study was framed in exploratory market and field work, supporting it in the documentary review. The current situation of the company, its mission, vision, quality policy and values were described; giving rise to the knowledge of its portfolio of services and products, also combining with the field analysis, which allowed a better understanding of the environment in which the company operates, through the SWOT and the life cycle. Through the interviews, the strengths and weaknesses of the competitors were evidenced, leading to the empowerment of the opportunities, analyzing the preferences of the clients, which was achieved with the use of the interview as a data acquisition technique. The methodology used is a qualitative study of the opinions and attitudes of the different distributors of alcoholic beverages in the town of Chapinero in the city of Bogotá, where a script of interviews was applied to determine the frequency of purchase and the profile of the distributor; Primary and secondary sources will also be taken into account for their development. With the results of the instruments, a diagnosis was generated that leads to the development of trade marketing strategies.