Plan de comunicación estratégica y marketing digital para la empresa Kdylans Fit para 2025

Abstract

Abstract: This study develops a strategic communication and digital marketing plan for Kdylans Fit, a company focused on the healthy snack market in the city of Salcedo, Ecuador. Through a PESTEL and SWOT analysis, the company's economic, political, technological, social, ecological, and legal factors were identified, as well as its strengths, weaknesses, opportunities, and threats. The research employs qualitative methodologies such as document review, direct observation, and focus groups to obtain information on consumer perceptions and the effectiveness of the current strategies implemented by Kdylans Fit. The results reveal the need to diversify the product offering, optimize its website presence, and strengthen the communication of nutritional benefits. Based on an analysis of the company's current situation, a plan is proposed that includes strategies and tactics designed to strengthen the brand's positioning in the city of Salcedo by 2025. The company also seeks to consolidate Kdylans Fit as a benchmark in the healthy food sector locally and nationally, increasing sales and improving customer satisfaction.