Plan de marketing y comunicación digital para posicionar a la empresa Delicias Victoria

Abstract

Abstract: This Curriculum Integration Project addresses the problem of limited digital visibility and stagnant sales at the food company Delicias Victoria, a situation primarily caused by the lack of a structured digital communication and marketing strategy. The overall objective of the study was to design a digital marketing and communication plan to strengthen the brand's positioning, improve its presence in digital environments, and enhance interaction with its target audience. The research was conducted using a mixed-methods approach, combining qualitative techniques, such as in-depth interviews, and quantitative techniques, such as customer surveys and digital channel analysis, which allowed for a comprehensive diagnosis of the company's communication situation. Based on the findings, a short-term action plan is proposed, focused on generating valuable content, optimizing the use of social media, and strengthening the digital ordering channel, with the aim of consolidating strong relationships with the audience and improving the competitiveness of Delicias Victoria in the local gastronomic market.