Plan de Marketing y Comunicación Digital para la Panadería Freddy Loza

Abstract

Abstract:This Curricular Integration Project develops a Marketing and Digital Communication Plan for Freddy Loza Bakery, with the purpose of strengthening its presence in digital media, improving its market positioning, and fostering customer loyalty in the La Troncal canton. Using a mixed-methods approach, research techniques such as document review, direct observation, in-depth interviews, and customer surveys were applied. This allowed for a diagnosis of the company's current situation and revealed the absence of structured digital strategies. The results obtained showed a high appreciation for the quality of the products, as well as a clear opportunity for growth in innovation, presentation, and use of digital channels, especially social media. Based on the SWOT analysis and the advertiser's brief, a strategic plan was designed to optimize digital communication, increase brand visibility, and strengthen customer relationships, thus contributing to the bakery's sustainable growth and competitiveness in an increasingly digital environment.