Marketing digital para posicionar la empresa productos lácteos La Victoria en la ciudad de Latacunga

Abstract

Lácteos "La Victoria" of Latacunga City presented a lack of solid positioning in the current market and this was due to several factors that did not allow the sustainable development of the company, such as the lack of online and offline advertising and did not have effective strategies to promote their products, therefore, the objective of the research was to develop a Digital Marketing plan to position the company Productos Lácteos La Victoria in Latacunga city. The methodology used was of mixed approach (quantitative and qualitative); the level of the research was descriptive; a non-experimental design of transversal type was used; the kind of study was documentary and field to obtain information through methods, techniques, and instruments, among which were the interview directed to the general manager of Lácteos La Victoria and the survey applied to a sample of the economically active population of Latacunga. Through the applied methodology, it was possible to determine the need to implement a Digital Marketing plan and digital strategies to boost and increase sales and positioning of the company because Lácteos La Victoria does not have positioning strategies. It is concluded that the design of internal and external communication strategies for Lácteos La Victoria contributes to the strength of its positioning in the market, allowing it to communicate the products with its target audience in a very quick way.