Propuesta de un plan de posicionamiento digital enfocado en el área de repostería: Caso Tortatelier

Abstract

The objective of this study is to develop specific strategies to improve the digital positioning of the Tortatelier pastry shop, located in the city of Cuenca. The positioning plan includes digital marketing techniques aimed at increasing the visibility of the establishment, with the purpose of improving its sales by at least 50% in a period of 6 months. To define the strategies, both the results of the interviews with owners of two establishments and success stories in digital marketing in the pastry area were used, as well as those obtained through the application of surveys aimed at frequent consumers of the Tortatelier. In the first case, with the intention of knowing the most used and effective techniques in the current digital marketing market and in terms of market research to identify the preferences in the consumption of content of their potential customers. Finally, with this data, a proposal for a new positioning was proposed that can translate into an increase in sales and brand recognition, in addition to the fact that this can be measurable over time and useful for other ventures in the same segment.