Plan de comunicación y marketing digital para la empresa Mini Market Funfitos

Abstract

Abstract: This research addresses the problem of the low digital visibility of Mini Market Funfitos, a traditional microenterprise in Quito that, despite its solid track record, lacks strategies on social media platforms. The overall objective was to design a digital marketing and communication plan to strengthen its positioning and increase its commercial competitiveness. A mixed-methods approach was applied, integrating in-depth interviews, direct observation, and surveys of 197 customers in the sector. The results diagnosed a complete lack of online presence, contrasted with a young and loyal audience that demands immediate customer service channels. In response, a strategic proposal was structured based on humanizing the brand and the technical implementation of WhatsApp Business and Instagram as direct sales channels. The plan allows for the digitization of existing community trust, modernizing customer service to compete effectively against large chains and ensuring the economic sustainability of the business in the current environment.