Plan de marketing y comunicación digital para la empresa Zeppelin S.A

Abstract

Abstract:This curricular integration project aims to develop a digital marketing and communication plan for Zeppelin S.A. to increase its brand visibility in digital media and boost engagement nationwide. The research was conducted using a mixed-methods approach, combining quantitative and qualitative techniques such as document review, direct observation, in-depth interviews, and consumer surveys. This allowed for a diagnosis of the company's current situation in terms of digital presence, communication, and commercial performance. The results reveal limited digital activity, including the absence of an e-commerce ecosystem and a low level of user interaction, despite having a differentiated value proposition based on personalization and product quality. A strategic marketing plan was designed focused on strengthening social media, developing an online store, and using digital advertising tools to improve brand positioning and contribute to national exposure.