"Pil" Brand Extension Strategic Marketing Plan to Category of Chocolates and Candies in the City of Cochabamba, Cercado Province
DOI:
https://doi.org/10.52428/20758960.v7i18.868Keywords:
Market, Marketing, Market researchAbstract
The research was aimed to design a strategic marketing plan of brand extension "PIL" to the category of chocolates and sweets in the city of Cochabamba, province Cercado; based on a chocolates and sweets consumer perception research and the importance of providing a healthy product, according to the values and brand image attributed to PIL Andina S.A. To achieve this goal, a joint investigation was conducted, with an exploratory and descriptive design, collecting data through surveys and personal interviews. From this, conducting a literature review of strategic marketing and use of data collected, a strategic marketing plan that gives a feasible solution far the brand in terms of image, as in economic terms far the company was established.
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(Kotler & Keller, 2006). https://doi.org/10.1002/ltl.203 DOI: https://doi.org/10.1002/ltl.203
(Stanton, Etzel, & Walker, 2007).
(Lambin, Gallucci, & Sicurello, 2008)
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Copyright (c) 2016 Franklin Douglas Mercado Rojas
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