“Plan de marketing para el posicionamiento de la heladería Iglú Gourmet en la ciudad del Puyo, provincia de Pastaza.”

Abstract

The present research project, entitled "Marketing Plan for the Positioning of the Igloo Gourmet Ice Cream Parlor in Puyo City, Pastaza Province," aimed to improve the positioning of the ice cream parlor in the market, through the implementation of strategies based on the marketing mix (4P). For this purpose, a qualitative and quantitative methodology was used, along with techniques such as a record of the economically active population of the city of Puyo. The use of customer surveys at the ice cream parlor enabled the development of a study to obtain market orientations on the needs and requirements. The company's situation was examined using the SWOT matrix to identify the internal and external factors that affect the company. Knowing the current situation in terms of the company's positioning level, it was possible to appreciate the weaknesses in the current marketing management, such as the lack of a marketing plan, the lack of funds allocated to advertising and brand promotion, and again, the lack of knowledge and experience in marketing. To address this situation, it is proposed to use a digital communication tool, highlighting the importance of corporate and business image, emphasizing the need for it to reflect consumer preferences. For these reasons and based on the information gathered during the research, it is recommended that the ice cream shop implement a marketing plan, since changes must be made in each of the areas to meet the objectives.