Estrategia de posicionamiento en entornos digitales para la marca Frozen Mango Loja durante el 2026

Abstract

Abstract: This research is an analysis of the social media communication management of Frozen Mango Loja, a local business that has been in the market for three years, offering 100% natural products such as green mango pulp in a frappé (slushie) that achieves a fusion of flavors, an innovative and unique product in the city. As part of the research, it was identified that the business is characterized by being unique and different, but has not yet achieved the desired positioning on social media. Its community has not grown for a year, and the content generated is scarce, making it essential to work on a positioning strategy in digital environments for the Frozen Mango Loja brand. Therefore, this final degree project proposes developing a strategic communication plan focused on strengthening the brand's digital presence, positioning and increasing the visibility of its products, highlighting their attributes and innovative advantages.