Carrera Licenciatura en Mercadotecnia

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“Plan de medios digitales para Lácteos Maribella en la Provincia de Cotopaxi”.
(Ecuador: Latacunga: Universidad Técnica de Cotopaxi: (UTC), 2024-08) León Contreras, Analy Belén; Ortiz Paredes, William Franklin
The main objective of this thesis is to develop a proposal for a Digital Media Plan for Lácteos Maribella, in order to boost sales at Cotopaxi province. The research focuses on three specific objectives: bibliographically substantiate the importance of digital media plans in increasing sales, diagnose the current use of digital tools in Lácteos Maribella and the digital situation of their competitors, and propose digital strategies to improve sales. Contextualization of the study reveals a significant growth in Internet use and social networks in Ecuador, highlighting platforms such as Facebook and Instagram. However, it was identified that Lácteos Maribella has a limited presence on social networks and a low interaction level, in contrast to its competitors which employ more dynamic strategies. The proposed plan, based on Dave Chaffey’s model, covers a 12-month period and includes the acquisition of different domains, strategies to increase traffic and social media interaction, creating attractive visual content, and using monitoring tools to adjust real-time campaigns. This work provides a detailed and structured guide to improve its digital presence and increase its sales.