Plan de marketing para la gestión del producto Rubia Indian Pale Ale, de la “Cervecería Artesanal Mestiza”

Abstract

The objective of this research was to design a marketing plan to position the product Rubia Indian Pale Ale in the company "Cervecería Artesanal Mestiza," located in the City of Riobamba for the year 2022. The proposed marketing plan seeks to encourage the consumption of the new brand of IPA beer through the design of strategies. Firstly, the different author's criteria for the marketing plan were the basis of the theoretical framework. The second section corresponds to the methodology used, whose approach was mixed because 386 surveys were carried out on the economically active population (PEA) of the Province of Chimborazo. Techniques such as interviews and non-participatory observation were essential to determine the strengths and weaknesses of the company, brand, and product. The main findings reported that the leading dimension to getting clients and future consumers is through digital media and its content due to its vast extent and access to the target audience with a clearer and more concise message about what the company wants to position in the market. In the last instance, strategies were proposed for managing the Rubia Indian Pale Ale product; among them is an opening event for the new product, shown through the different social networks, and the application of guerrilla marketing, among others. These strategies seek for the IPA product to position itself in the consumer's mind as a brand with a unique and different style in the craft beer market. Therefore, it is recommended that the brewing company correctly apply the proposed activities in the established schedule and that it has continuous control to obtain more optimal and relevant results.