Plan de marketing para la comercialización de jaleas de esencia y de frutas en Portoviejo

Abstract

Slushies are an iconic product of the city of Portoviejo, to make them, tailings of different flavors are used that make it a refreshing drink with a delicious flavor, therefore, the present research had the objective of developing a plan marketing for the commercialization of essence and fruit jellies in the city of Portoviejo, considering slush sellers as the target audience. The approach chosen for this study is a mixed research methodology, incorporating both quantitative and qualitative methods. After conducting a survey and making observations, it was discovered that the jelly market in Portoviejo is currently focused on the city's slushy sellers, who use it as the main ingredient. Of the city's 50 slushie vendors, 68% are replenished daily, while the remaining 32% are replenished weekly. This indicates that the sale of jellies brings significant profits, since they are in high demand and are constantly sold. To achieve the general objective of the study, marketing strategies were designed for the commercialization of essence and fruit jellies in Portoviejo using the 4P model, which includes product development plans, pricing, placement and promotion. These strategies were created to address key factors such as quality, usefulness, profitability and competitiveness of the target market.