Implementación de estrategias de mercado para la incursión y posicionamiento de una bebida energética en el mercado quiteño con base a las 8PS de marketing digital.

Abstract

The general objective of this Practical Application Project is to implement creative strategies for the introduction and positioning of an energy drink in the Quito market, using the 8 Ps of digital marketing. For its execution, a mixed approach was employed, including descriptive research, nonexperimental design, cross sectional design, analytical method and documentary research. The target population consisted of 2,239,191 inhabitants of Quito, and a sample of 156 persons was determined using a calculation formula. For the collection of information, techniques such as surveys, observation and interviews were applied. The results showed that the most consumed brand of energy drinks in Quito is Vive 100, due to overwork fatigue and physical exercise, and the size of most acquired drink ranges between 300 350 ml. The most relevant factor for consumers when purchasing the product is the price, and television is the main means by which they know the promotions and advertising of the brand. Based on the 8 Ps of digital marketing, various strategies were proposed, including the design of a new logo, implementation of different payment methods, discounts for payment on time and purchases in volume of energy drinks, creation of digital platforms, incentives for staff, flowchart of procedures and training for the customer support team.