Herramientas de Marketing Digital para el Posicionamiento de la Marca Pastora Sol

Carlos Steven Barre-Zambrano; Kleber Alexander Posligua-Moreira; Karen Johanna Piloso-Chávez

doi:10.70171/d5bxty89

Authors

Carlos Steven Barre-Zambrano Escuela Superior Politécnica Agropecuaria de Manabí Manuel Félix López Author https://orcid.org/0009-0006-1999-9194
Kleber Alexander Posligua-Moreira Escuela Superior Politécnica Agropecuaria de Manabí Manuel Félix López Author https://orcid.org/0009-0005-6246-5529
Karen Johanna Piloso-Chávez Escuela Superior Politécnica Agropecuaria de Manabí Manuel Félix López Author https://orcid.org/0000-0002-6155-3552

DOI:

https://doi.org/10.70171/d5bxty89

Keywords:

artisanal chocolate, digital marketing, brand positioning, social media

Abstract

Justification: digital marketing is essential for brand positioning, especially for those facing challenges in establishing an effective digital strategy. Objective: to analyze the most effective digital marketing tools for positioning the Pastora Sol brand in Tosagua, with the aim of proposing a strategy to optimize its presence in the local market. Methodology: non-experimental design, descriptive scope, and a mixed methodological approach, combining qualitative and quantitative techniques. Two procedures were conducted: a semi-structured interview with the brand manager and a structured survey with 155 followers of chocolate brands. Additionally, a SWOT analysis was employed. Results: although "Pastora Sol" has strong local recognition, its digital presence is limited. Despite its strengths in tradition and artisanal quality, the brand needs to adapt its marketing strategy to expand its reach and overcome the threats from competitors with greater digital presence. Implementing a digital marketing strategy focused on social media, collaboration with influencers, and creating interactive content are identified as key elements to improve its positioning and increase sales. Conclusion: to capitalize on the opportunities of digital marketing, the company must focus on more targeted and personalized planning, which not only increases visibility but also fosters a deeper connection with its audience.

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