Estrategias publicitarias para promocionar los productos de Lácteos Elvita perteneciente a la asociación de mujeres "Nueva Esperanza" de la ciudad de Latacunga.

Abstract

Lácteos Elvita is a brand driven by rural women who produce artisanal cheeses and yogurts, standing out for its quality and commitment to sustainability. This project aims to position itself in the local market as a differentiated alternative that combines tradition, innovation, and support for community development. Through comprehensive market research, including PEST analysis, market segmentation, and benchmarking on social media platforms such as Facebook, Instagram, and TikTok, the competitive environment and consumer preferences were thoroughly analyzed. This enabled the development of advertising strategies focused on highlighting the brand's unique values, such as its artisanal origin, social impact in rural communities, and product quality. The digital campaign integrated creativity, platform diversification, and an emphasis on the brand's authenticity, successfully capturing the interest of the local market and building consumer trust. Additionally, key opportunities were identified in collaborations with local influencers, enhancing the emotional connection with the audience and expanding the brand’s reach. Lácteos Elvita positions itself as a project that not only meets market needs but also promotes sustainable development and social inclusion, establishing itself as a benchmark in high-quality artisanal dairy production.