estudio de posicionamiento de la ginebra tanqueray en la ciudad de Jaén
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2017-06
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Jaén: Universidad de Jaén
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[ES]Este trabajo analiza el posicionamiento de la marca de ginebra Tanqueray en la ciudad de Jaén. Para ello se realiza un estudio exhaustivo de la organización en la que está incluida la referida marca (Diageo). Esto permite conocer cuál es el punto de partida de Tanqueray hasta llegar al consumidor. Adicionalmente el trabajo ha requerido de la recogida de datos mediante una encuesta sobre el consumo de ginebra y la imagen que tienen de la marca frente a sus principales competidores. Tanqueray está bien posicionada dentro del sector de las bebidas espirituosas en la ciudad de Jaén, se percibe como una ginebra con un sabor y olor muy atractivos. Además, se realizan recomendaciones a la marca que permitan a la misma conservar la posición competitiva tan favorable que ostenta en la actualidad y poder seguir siendo una marca líder y de prestigio dentro del sector.
[EN]This paper analyzes the positioning of the Tanqueray gin brand in the city of Jaén. For this, a comprehensive study of the organization in which the brand is included (Diageo) is carried out, allowing to know the starting point of Tanqueray to reach the consumer. In addition, the work has required the collection of data through a survey on the consumption of gin and the image they have of the brand in front of its main competitors. Tanqueray has a good position within the spirits sector in the city of Jaén. It is perceived as a gin with a very attractive taste and smell. In addition, some recommendations are proposed to the brand in order to allow it to maintain its favorable competitive position and to remain asa prestigious leading brand in the sector.
[EN]This paper analyzes the positioning of the Tanqueray gin brand in the city of Jaén. For this, a comprehensive study of the organization in which the brand is included (Diageo) is carried out, allowing to know the starting point of Tanqueray to reach the consumer. In addition, the work has required the collection of data through a survey on the consumption of gin and the image they have of the brand in front of its main competitors. Tanqueray has a good position within the spirits sector in the city of Jaén. It is perceived as a gin with a very attractive taste and smell. In addition, some recommendations are proposed to the brand in order to allow it to maintain its favorable competitive position and to remain asa prestigious leading brand in the sector.