Design of Marketing strategies for brand positioning of the Hot Cup Foundation (Fundación Tacita Caliente)

Abstract

The Tacita Caliente Foundation is a non-profit organization, created with the purpose of helping the community by offering charitable services such as social, medical, emotional and spiritual assistance, supporting nutrition and strengthening community development to people in situations of risk and vulnerability, without having its own resources to operate effectively. Therefore, the objective is to design marketing strategies for the positioning of the brand of the Tacita Caliente Foundation. Research approached from the positivist paradigm quantitative approach, a feasible project supported by a field design type of descriptive, explanatory research. Among the results obtained, it is evident that making known the work of the Foundation beyond the community where the Foundation lives, through an information campaign using social networks, constituted validated strategies designed by the authors. Likewise, activities such as the elaboration and dissemination of brochures, banners, and promotion of the Foundation's activities in the street were also developed. These strategies have achieved the positioning of the Tacita Caliente Foundation as a brand to strengthen its actions within the communities, a strategy that allows it to continue exercising, with a better management of economic resources, its mission and vision for the care of the Ecuadorian population in condition of vulnerability.