Propuesta de un Plan de Marketing y Comunicación digital orientado a mejorar el posicionamiento y ventas de la Licorería La Zona Fría en el cantón Tena

Abstract

Abstract:The objective of this Curriculum Integration Project was to create a Marketing and Digital Communication Plan for La Zona Fría, a liquor store located in the city of Tena. The strategy seeks to improve the business's digital presence, enhance its brand positioning, and foster customer loyalty. The research methods were mixed; the study employed techniques that included document review, direct observation, web analysis, in-depth interviews, and customer surveys. The method also revealed a low presence on social media and limited strategic support for digital communications. Subsequently, a proposal was developed based on the findings, incorporating content strategies, digital promotions, customer service via WhatsApp, advertising campaigns, and loyalty initiatives, all adapted to the behavior of our young consumers. This strategy is based on a practical and applicable contribution that ensures the improvement of the company's digital performance and competitiveness in the local market.