Desarrollo de un plan estratégico para el posicionamiento digital de Pontevedra: estrategias innovadoras para la penetración y fortalecimiento de la marca Garofalo en el mercado ecuatoriano

Abstract

Abstract: The plan developed under the name: Development of a strategic plan for the digital positioning of Pontevedra: innovative strategies for the penetration and strengthening of the Garofalo brand in the Ecuadorian market allows us to analyze the situation of a company that imported an Italian pasta brand to market it in Ecuador. It was observed that the lack of importance or the unprofessional management of digital tools, instead of boosting a business, tends to limit growth and skew the reach actually offered by the digital field. For this reason, digital tools were defined that allow us to massively reach a defined audience within the main cities of Ecuador, collaborations with influencers that allow us to impact the public in a human and effective way and communication strategies that deliver results in which the brand is positioned as an option for the tables of Ecuadorians. It was observed that the lack of importance or unprofessional handling of digital tools, instead of strengthening a business, tends to limit growth and skew the scope actually offered by the digital field.