Plan estratégico de marketing digital para mejorar la posición y las ventas del producto “Pulp Arándanos” de la empresa AJECUADOR S.A.

Abstract

This graduation thesis aims to develop a strategic digital marketing plan to boost the sales of the product Pulp Blueberries from the company AJECUADOR S.A. In order to determine this strategic plan, a detailed theoretical and practical investigation of the natural juice market in the city of Guayaquil is conducted. The type of research used is descriptive, as it allows for the analysis and explanation of digital marketing strategies. With a quantitative approach, a survey was conducted to collect and analyze data related to the Pulp Blueberries product. The surveys revealed that 72.9% of the population is not familiar with the blueberryflavored product. For this purpose, a k-means cluster analysis was performed with IBM SPSS statistical software to identify those characteristics in common of the sample taken into consideration. Therefore, a market segmentation was carried out to focus on characteristics that would enable the implementation of the best digital marketing strategies to promote the product and increase its sales.