Marketing y publicidad digital para el posicionamiento del emprendimiento de quesos de hoja “san Joaquín” de Latacunga utilizando la red social tik tok

Abstract

The research project "Marketing and digital advertising for the positioning of the leaf cheese venture SAN JOAQUÍN de Latacunga using the social network TikTok" explores how digital transformation can benefit the Ecuadorian dairy industry, particularly in the post-pandemic context that has modified consumption habits towards national products. In an environment where the dairy industry is vital to the Ecuadorian economy, the research focuses on the province of Cotopaxi and its value chain, highlighting the challenges faced by producers, especially women, and the need to overcome the intervention of intermediaries that affect product quality and prices. The rationale for the study is based on the socioeconomic importance of the dairy sector in Ecuador, the growth of dairy consumption and the need for digital marketing strategies, especially in social networks such as TikTok, to improve the positioning and competitiveness of local products. The research highlights the relevance of digital marketing as an essential tool for two-way communication, customer loyalty and accurate measurement of results, proposing innovative strategies for dairy companies to adapt and thrive in a constantly changing market. The study implemented a field research methodology with a quantitative approach, using the social network TikTok as the main tool to collect data and promote "San Joaquín" leaf cheese. Resources such as encyclopedias, digital repositories and material tools were used to conduct interviews and questionnaires. The results show that most respondents consider it necessary to improve product presentation and use TikTok to search for food, being familiar with social networks and considering the platform suitable for promoting food products. Marketing campaigns on TikTok are seen as attractive, and customers show willingness to interact with the brand through discounts, contests and entertaining content. The perception of cheese quality is predominantly excellent, and there is wide recognition and consumption of the "San Joaquín" brand in Latacunga