Ventas con Propósito en la Empresa Nestlé

Abstract

Abstract: This research examines the "sales with purpose" strategies implemented by Nestlé Ecuador in 2018-2023. It analyzes how these campaigns have strengthened the image of the company, improving consumer perception of the Corporate Social Responsibility (CSR) and sustainability. If your representation is genuine or a marketing strategy. A mixed methodology was used, which combines the qualitative; performing content and interaction analysis of advertising campaigns and quantitative; applying a survey to a sample of young consumers, to evaluate the effectiveness of communication. The results indicate a high valuation of socio-environmental brands, especially among young people and women, highlighting the need to continue and strengthen these guidelines to maintain and improve positive brand perception. In addition, general guidelines are provided for future initiatives and research.