Positioning: Plaza Azul, of the Footwear Industry in San Mateo Atenco, State of Mexico

In Mexico, the manufacture of footwear has a history of approximately 400 years according to data published by the Ministry of Economy, little by little it has positioned itself to be a renowned and prestigious commercial activity, the State of Mexico represents 5% of the national value of production, being San Mateo Atenco the most representative municipality of that entity. At present, different strategies must be used to achieve a place that stands out before the different footwear stores and have an image and identification, positioning being a strategy, to build this taking into account the attributes and benefits that are going to be provided. to the consumer, offering something that is different from the competition and with which the customer identifies; this can change according to the needs of the consumer. This research was developed with a mixed approach, identifying how the blue square is positioned in the consumer's mind, considering factors and competition.To carry out this study, documentary, field and descriptive research was used to make a diagnosis of said positioning. In the documentary part, various sources were consulted, such as: books, magazines, articles and the internet.