Plan de marketing para el posicionamiento de la marca Sr. Donuts en la ciudad de Villavicencio.

Abstract

Sr. Donuts was founded in 2021 in Villavicencio, Colombia, as an entrepreneurial initiative dedicated to the production and sale of artisanal donuts. Although it initially achieved positive acceptance within a specific market niche, the brand has faced challenges in consolidating its positioning and expanding its market share locally. This study aims to design a comprehensive marketing strategy to increase brand visibility, strengthen its value proposition, and contribute to sales growth. The research followed a mixed-method approach with an exploratory, cross-sectional, and non-experimental design. Semi-structured interviews and surveys were conducted with a representative sample of social media followers, complemented by a financial analysis to assess the business’s viability. The study included an examination of the competitive environment, market segmentation, and consumer behavior, leading to the formulation of strategies based on the 7Ps marketing model, digital marketing tools, and storytelling techniques. The projected results indicate that implementing the proposed plan could enhance brand recognition, foster customer loyalty, and expand Sr. Donuts into new distribution channels. Additionally, the plan is expected to have a positive impact on the business’s profitability and sustainability, as well as on local economic development. This work contributes to the strategic marketing management of emerging ventures in the food and beverage sector, offering a replicable model for similar contexts.