Marketing digital para el posicionamiento de la empresa “Productora y Comercializadora de los Helados de salcedo CORPICECREAM S.A.” de la ciudad de Salcedo provincia de Cotopaxi

Abstract

The objective of this study was focused on developing a marketing plan in order to promote the recognition of the ice cream Production Company CORPICECREAM S.A. located in Salcedo city, province of Cotopaxi, Ecuador. To analyze the current situation of the market competition, different sources of information were investigated to identify the factors that influence the unsatisfied demand for ice cream in Salcedo city. The research design is quasi-experimental, as there is no direct manipulation or control of the integral structure of the independent variables, but observation scenarios were created in which several parameters interacted to measure consumer behavior, perceptions or attitudes. The data collection was carried out by analyzing information and by applying surveys in order to know if consumers know the company. For the statistical analysis, the data obtained from the 357 people surveyed across from the different parishes in Salcedo were processed, the data analysis was carried out using charts and graphics, which reflect the results obtained. It is concluded that most of the population consumes from 1 to 2 ice creams per week, and they are willing to pay fifty cents to a dollar per unit, and that these people purchase the product due to its traditional flavor. It is recommended that all companies may be able to implement digital marketing strategies to promote their products and thus increase sales and obtain more profitability, taking into account that nowadays, a lot of people have access to social networks.