Estrategia de posicionamiento para la marca arroz Roa producida y comercializada por la Organización Roa Florhuila (ORF S.A) en Cúcuta, Norte de Santander y su Área Metropolitana

Abstract

The primary purpose of this undergraduate project was to propose a differentiation strategy for positioning the Arroz Roa brand in Cúcuta, Norte de Santander, and its Metropolitan Area. The research adopted a mixed-methods approach. The quantitative phase employed a survey to determine purchase frequency, the influence of purchasing habits, and brand preference levels. The qualitative phase utilized interviews to gather the perceptions and opinions of stakeholders. This information was analyzed using a SWOT analysis, which revealed a critical opportunity in the market: 49.1% of consumers prioritize quality over price. Furthermore, the most valued attribute is loose, whole grain, which constitutes an intrinsic strength of the brand. However, weaknesses were identified, including a lack of regional promotion and limited distribution coverage in satellite municipalities. Based on these findings, the differentiation strategy emphasizes a Unique Selling Proposition (USP): Arroz Roa, guaranteed loose grain. The proposal is embodied in a Marketing Mix that enhances the Product offered (seal of guarantee), improves the Place (distribution channels through Lead Generation), and definitively establishes the Promotion model through digital advertising, aiming to build trust. The actions within the proposal seek to ensure that the differentiation strategy enables Arroz Roa to achieve a leading position in the sustained development of its brand in the local market.