Marketing digital para el posicionamiento de marca de la microempresa ancestral Food en la ciudad de Riobamba

Abstract

The present study called Digital Marketing for the brand positioning of the Ancestral Food microcap located in Riobamba city was aimed at building brand positioning through the application of digital tools in the company. As for the methodology, it was based on a bibliographic and a field research, the reason why techniques and instruments were used for data collection, such as the application of a survey to a significant sample of the economically active population in Riobamba city. Subsequently, an analysis of the results was carried out and evidenced that the Ancestral Food brand is not positioned within the market. It was noticed that most of people use digital communication media such as social networks, web pages, blogs and emails, and they also want to receive information regarding to this microcap as these media allow time optimization and generate a clear and concrete messag. Also, a SWOT matrix was prepared and variables were analyzed to obtain strategies that contain: objectives, tactics, responsible people, budget and schedule. Finally, the digital marketing plan will cover each of the needs and requirements of this microcap as it promises excelent long-term benefits. The application and monitoring of this study is recommended to achieve the desired results for the company.