Propuesta de un plan de marketing para mejorar el posicionamiento de los productos lácteos de la comunidad “Llactahuayco”, ubicado en el cantón Cañar

The poor market positioning of the community of "Llactahuyco," situated in the Ingapirca parish of the Cañar canton, presents serious obstacles for the selling of its dairy products. This research study suggests a strategic marketing plan to draw attention to the unique qualities of the items, so enhancing their competitiveness, visibility, and preference as well as boosting sales and supporting the community's sustainable local development. The aim is to create digital marketing strategies that will enable the positioning of dairy products in local markets within the province of Cañar, specifically in the "Llactahuayco" community of the Ingapirca-Cañar. Additionally, a marketing proposal based on these strategies will be implemented. The materials and techniques are derived from studies done in the "Llactahuyco" community. The design of the case study was cross-sectional and seven community leaders and ninety-two milk producers made up the representative sample. Both qualitative and quantitative information on dairy production and its effects were gathered through surveys, interviews, and documentary analysis. The top results found were: (55.4%) low-cost milk; (27.2%) diseases of the gonorrhea; and (17.4%) labors performed during the night. There is also a high dependence on the collection center and the Chontalacc processing plant.To sum up, this study emphasizes how critical it is to raise milk pricing and use digital marketing techniques to increase sales and product visibility. Key words: Dairy production, fair prices, marketing strategies, digital marketing, sustainability.

• Päätekijä: Naranjo sarmiento, María Gricelda (author)
• Aineistotyyppi: bachelorThesis
• Kieli: spa
• Julkaistu: 2024
• Aiheet: PRODUCCIÓN LACTEA; PRECIOS JUSTOS; ESTRATEGIAS DE COMERCIALIZACIÓN; MARKETING DIGITAL; SOSTENIBILIDAD
• Linkit: https://dspace.unl.edu.ec/jspui/handle/123456789/31377