Plan Estratégico De Mercadotecnia Para El Desarrollo De Una Marca De La Universidad Tecnológica De La Costa

The Technological University of the Coast (TUC) developed a strategic marketing plan for the design of an institutional brand that allows the positioning, in the local market, of the products manufactured at the University or linked to it through the quality verification, traceability, and safety certified by the institution. It is aimed to foster an identity culture among the TUC graduates and the university community; penetrating among the consumers as a first-rate brand. Two studies were performed, a qualitative one and a quantitative one. The first was performed through a "focus group" which consisted of 8 people from the different communities of the municipality of Santiago Ixcuintla, for which they were questioned about their preference between an own brand and a prestigious brand, which highlighted the preference over a well-known brand, taken as a decision criteria to change the price and quality. The quantitative study was performed over two consumer segments; one directed to the housewives of the Northern zone of the state of Nayarit on the municipalities of Santiago Ixcuintla, Tuxpan, Ruiz and Rosamorada, which consisted of a representative sample of 238 surveys in which they were asked about the reasons why they would consume an own TUC brand, getting as a result curiosity and quality as the more frequent responses; another of the discussed topics was the kind of products with the TUC brand that they would be interested in buying, to which the answered grains (rice, beans, etc.), canned goods (vegetables, peppers, tuna, etc.), dairy products, The second market study was directed to all the TUC students, which consisted of a representative sample of 222 interviews which addressed topics like the disposition to buy products of the TUC brand, getting as a result an 82% of willingness for the acquisition of the product, in terms of the product’s quality and image, and the people’s curiosity over the product. Advertising strategies as product, placement, price, and marketing were applied. As for product, strategies like positioning of brand logo and label were approached. As for placement (distribution), it will be directly and indirectly; directly at the TUC, virtual store and mobile point of sell; and indirectly at grocery stores, mini supermarkets, and supermarkets. The price will be determined in terms of the competitions, profit margins, intermediaries and manufacturing costs.