Plan de marketing y comunicación estratégica para la empresa sureña beer con el fin de posicionar la imagen en medios digitales

Abstract

Abstract: Craft beer has experienced a great evolution in recent years, becoming a cultural, gastronomic and economic phenomenon worldwide; since its origins it has been considered as an ancestral practice of home brewing, promoting creativity, local identity and innovation, challenging the movement and the dominance of the conventional beer industry. In this sense, the main objective of this work is to design a marketing and digital communication plan for the company SUREÑA Beer, in order to strengthen its image and presence in digital media. For this, a mixed methodology was used: qualitative - quantitative, where techniques were grouped based on each method: qualitative (bibliographic analysis, direct observation, analysis of the environment, data collected interview) and quantitative (survey). Along the same lines, the survey was conducted with 37 participants and the interview with 1 person (owner of the SUREÑA store). Among the results, it was found that the marketing management of SUREÑA Beer is deficient, i.e., by only using two digital platforms, they show low visibility and limited use of channels, making it difficult to attract new customers and consolidate against potential competitors. It is concluded that a good social media strategy, tactics and actions will help to strengthen the brand positioning against competitors and customers.