Plan de comunicación estratégica y marketing digital para la empresa Bimbo Ecuador

Abstract

Abstract: The research work focused on the creation of a Strategic Communication Plan and Digital Marketing for Bimbo Ecuador, with the aim of enhancing its online presence and strengthen the interaction with its clients, aiming at the growth and consolidation of the brand in the Ecuadorian market. Through a diagnosis of the current situation of the company and using qualitative and quantitative methodologies, data was collected that highlighted the importance of connecting with consumers while respecting and enhancing the values ​​of Family, Tradition and Responsibility, identified as key words. The The results obtained suggest that while Bimbo maintains a strong presence of market, there are substantial opportunities to improve digital engagement through personalized content and segmented strategies that address the specific interests of each demographic group. The conclusions point to the need to implement a more dynamic and adaptive approach in digital communication and marketing, prioritizing the content that reflects corporate values ​​and meets modern customer expectations consumers, in order to encourage greater loyalty and support for the brand in the digital sphere.