Plan de comunicación estratégica y marketing digital para la empresa DONCHICORIA S.A

Abstract

Abstract: This strategic communication and digital marketing research project for Donchicoria S.A., a horchata and traditional products company, analyzes how digital tools strengthen the brand in a competitive market. It details the process of adapting to digital trends to achieve greater customer engagement and expand its reach. The analysis of Donchicoria S.A.'s social media presence reveals key areas for improving visibility and engagement through collaborative efforts across many areas of the company. Through audience segmentation, goal definition, and a tactical plan, the company seeks to optimize its digital strategy, achieve greater visibility, and meet its objectives. This research proposes theoretical foundations for communication and digital marketing with specific proposals for Donchicoria S.A., tailored to its digital market needs. It also offers concrete solutions to maintain its competitiveness and foster its growth in a constantly evolving digital environment. The work not only strengthens the company's strategic foundation but also proposes actions that contribute to its consolidation in the market.