Plan de marketing y comunicación digital para cafetería Miam Miam

Abstract

Abstract: This study aims to develop a digital marketing and communication plan for the Miam Miam café-pastry shop in Quito, Ecuador, with the goal of establishing the brand's presence in the local market by 2026, increasing its digital visibility, and attracting new customers. Based on this premise, the central problem is identified: the café-pastry shop's limited presence and management in digital environments hinders its ability to stand out and differentiate itself within a large and specific market, preventing it from reaching its target audience, primarily young adults. The methodology employed was a mixed-methods approach (qualitative and quantitative), exploratory, and field-based. A survey was conducted with 385 people to analyze consumption habits, digital preferences, and perceptions. Additionally, a SWOT analysis was performed to diagnose the existing situation both within the business and in the external environment. The findings indicate that while the Miam Miam café-pastry shop possesses strengths related to product quality and a welcoming atmosphere, it requires a digital communication plan to achieve success. The proposed plan focuses on publishing eye-catching visual content, consistently managing social media, managing online reputation, and implementing campaigns that emphasize the high-quality experience offered by the café-pastry shop; all of which will allow it to consolidate its position and gain recognition in the Quito market.