Desarrollo y posicionamiento digital de un snack low cost para perros

Abstract

Abstract: This study analyzes the development and digital positioning of a low-cost dog snack in Ecuador, combining digital marketing strategies with a detailed market analysis. Through surveys, competitor analysis, and exploratory interviews, the preferences and habits of pet owners, along with optimal prices and distribution channels, were identified. The proposed strategy includes SEO, social media, influencer marketing, and social commerce, focusing on differentiation through the use of natural ingredients and competitive pricing. The results show that 54% of consumers would be willing to pay between $2 and $3 for a 100g snack, demonstrating an opportunity to enter the market with an affordable, high-quality product. The study demonstrates the relevance of digital transformation in the pet industry, optimizing brand visibility and conversion with strategies that foster engagement with the target audience and ensure positioning.