Plan de Marketing 360 para la empresa Burricos

Abstract

The project aims to implement a 360 marketing plan for the company Burricos, which operates in the food sector in Villavicencio, Meta, in order to improve its visibility, commitment and interaction with customers. The justification lies in the need to improve brand recognition and interaction with customers in a highly competitive market. The main problem is the lack of a comprehensive marketing plan and the absence of presence on social networks, which limits contact with potential customers and affects sales. The general objective is to design a 360 marketing plan that improves the visibility, commitment and interaction of Burricos with its customers. Specific goals include increasing brand recognition, increasing social media engagement, and improving customer retention. The methodology combines qualitative and quantitative research, using surveys and interviews to understand customer needs and measure the impact of marketing strategies. A PHVA (Plan, Do, Check, Act) approach is proposed to improve quality and efficiency, along with the use of KPIs to evaluate the success of the strategy. Improvement proposals include optimizing delivery times, implementing digital marketing strategies and creating a website to facilitate customer access to information and online orders. With these actions, it is expected that Burricos can stand out in the market and achieve its growth and positioning objectives.