Mobile Applications as a branding strategy for community brands: Prototype proposal

Abstract

The present work aims to create a mobile application prototype proposal as a branding strategy to promote productivity and improve the quality of life of the inhabitants of the communities on the coast of Ecuador. This strategy attempts to promote productivity and improve the quality of life of the inhabitants of the Paipayales community, which is located in the Santa Lucía canton, Northeast sector of the Guayas province. The mobile application of the Paipay community brand will allow to contribute with the promotion, commercialization of products and speed  up when placing orders. Contributing to the development of agricultural production in the sector, helping to commercialize and promote its products by creating a strategy and activation of the Paipay brand. With this mobile branding proposal, it will consist of the development of an application that will manage the sales and logistics process of the producers of Paipayales as a case study. The Santa Lucía canton belongs to the Guayas province of Ecuador, It was incorporated on October 1, 1986 and has an area of 364.97km2. With an approximate population of 38,923 inhabitants (INEC, 2010). Its cantonal head bears the same name and does not have rural parishes. It is currently part of planning zone 5 and represents 2.3% of the territory of the Guayas province, whose main economic activity includes agriculture, livestock, forestry and fishing. (GAD Santa Lucía, 2018) The result is to strengthen the commercialization of agricultural products, creating a graphic proposal of a mobile app for electronic commerce as a connection channel between the small farmer and his target audience, oriented to the positioning of the Paipay brand, with a graphic identity already created, lacking strategies The proposal of the mobile application will benefit the Paipay brand, to modernize their service, so that their customers can purchase their products, knowing promotions, costs and availability of them. The information of the products will be updated in an application, which can be viewed by means of a smartphone in any place where the client is, benefiting both people who wish to purchase the product and the inhabitants of the Paipayales commune, who receive orders so that they can be delivered to customers to achieve transactions quickly and economically.