Plan de marketing y comunicación digital para la empresa Kapak

Abstract

Abstract: This study focuses on developing a Digital Marketing Plan to improve the visibility of Kapak, a craft beer business located in the Ilincho community of Saraguro. A qualitative research approach was used, including document review, direct observation, in-depth interviews, and a focus group. The analysis identified a low level of engagement on Facebook and Instagram, primarily due to the absence of a defined strategy. The main objective is to increase the number of followers through attractive content that resonates with the target audience. The findings reveal existing limitations, yet highlight significant opportunities in the local market by incorporating elements such as customer experience and local identity. As a result, a marketing plan is proposed to promote the brand on social media through diverse content formats and an advertising campaign.