“Plan de marketing para incrementar la rentabilidad de la empresa “Helados Kevins” de la ciudad de Ambato”

Abstract

The company "Helados Kevins" does not have a marketing plan which hinders its profitable growth, so this research work aimed to develop a Marketing Plan to increase the profitability of the company Helados Kevins in order to improve the profitability of the company. The methodology used was a combined qualitative and quantitative research approach, using field research techniques to get relevant information. The survey of current and potential customers was conducted with the help of SPSS software to verify its reliability. The results indicated that the company lacks effective marketing strategies, does not carry out any type of advertising, and does not have a place to display its products, which affects brand recognition and sales. This is reflected in the results of the survey, since 79.63% of the respondents do not know the factory. Therefore, strategies have been proposed to improve communication, image and customer acquisition in order to help the company grow and improve its revenues. It is recommended that Helados Kevins ice cream factory implement this marketing plan to maximize its potential, improve its level of sales and customer loyalty, and achieve a solid position in the market.