Positioning Strategies: Brand Development of the Tropicars Lubricator from the Jama Canton

Abstract

The overall objective of this study is to analyze the most effective positioning strategies for the Tropicars lubricator in order to consolidate its presence in the market and improve the customer experience. Through exhaustive research on the positioning strategies of the competition and the current perception of Tropicars, key opportunities to add value were identified. A mixed methodology was applied, combining quantitative and qualitative approaches. Structured surveys were conducted with current and potential customers and complemented by observation and interviews to achieve a deep understanding complemented by observation and interviews to deeply understand consumer expectations and profiles. To ensure data reliability, SPSS version 25 software was used. The results highlight that Tropicars’ main differentiator is service quality, perceived as a key factor for customer satisfaction and loyalty. However, the research also revealed that there is an opportunity to modernise the brand’s visual identity, which would help consolidate its positioning in an increasingly competitive market. Furthermore, a stronger digital presence, especially on social media such as Facebook and WhatsApp, is considered essential to attract new customers and improve engagement with existing ones. The final findings suggest that Tropicars should reinforce its focus on service quality, adopt a modern visual image, and expand its digital presence to increase its visibility and market appeal