Estrategias de marketing y posicionamiento de marca: Caso de Estudio La Parrilla del Abuelo en la ciudad de Santo Domingo de los Tsáchilas

Abstract

Abstract: The objective of this research is to diagnose the positioning level of the La Parrilla de Abuelo brand in the Santo Domingo of the Tsáchilas canton and, based on this, propose a marketing plan to strengthen its presence in the local market. For this purpose, a mixed approach was used, integrating quantitative and qualitative methods through surveys applied to potential customers and interviews with experts in gastronomic marketing. The findings showed that, although the brand has a favorable image in the public´s perception, it does not have formalized marketing strategies or a strong digital presence to support its position. Based on this, a marketing plan was developed based on the Social Media Marketing Strategy (SSMM) model, which includes emotional content, scheduling of social media posts, social media commerce, and cultural elements characteristic of the local environment. In conclusion, the implementation of the plan will strengthen the brand´s positioning, optimize its relationship with consumers, and improve its competitiveness in the local food market.