Plan de marketing y comunicación digital para la marca ALDO, operada por Caliprix S.A. en Ecuador

Abstract

Abstract: This Curriculum Integration Project arose from a simple question: how could we make the ALDO brand, represented here in Ecuador by CALIPRIX S.A., truly shine in the digital world? We felt that, despite its potential, its voice was getting lost online and it wasn't fully connecting with people. To understand what was happening, I immersed myself in research and spoke, through surveys, with 400 consumers to hear their perceptions directly. What we discovered was revealing: we needed to improve our search engine visibility, be more consistent in our posts, and, above all, build a stronger bond with our followers. With all that learning, I designed a customized marketing and communication plan, considering creative social media campaigns, paid advertising to reach more people, and even the use of WhatsApp to reward customer loyalty.