Introducción de marca de banano orgánico en el mercado ecuatoriano.

Abstract

The purpose of the study is to propose a marketing plan to introduce an organic banana brand. The fruit has a potential for consumption growth. The article focuses on proposing bases for banana associations or companies in terms of product marketing. A cross-sectional methodology was applied, with field work and use of instruments such as surveys, interviews, direct observation. The target audience that has been identified are mostly women between the ages of 20 and 40, with monthly salaries exceeding a unified basic salary, belonging to the upper-middle social class, who take care of their own well-being; aimed at the consumption of healthy foods that contribute to environmental sustainability. Regarding the marketing mix, packaging, labeling, value proposition strategies were formulated; the price was estimated based on the costs of the competition; a short channel is proposed between producer, wholesaler and final customer; The defined advertising media are offline and online, guaranteeing the impact and visibility of the product in the market.