Plan de marketing para el posicionamiento de la nueva marca Pet Nutrition al año 2023 de la empresa Disprovef Ecuador de la ciudad de Guayaquil.

Abstract

The main purpose of this research work is to develop a comprehensive marketing plan for the introduction of a new pet food called Pet Nutrition is a premium food brand for dogs of all ages, which is revolutionizing the pet feed industry worldwide. Its arrival in Ecuador was recently carried out so this research aims to make a comprehensive marketing plan to publicize the advantages of this food. A qualitative research was conducted, developing focus groups to dialogue with owners or tutors and know the first impression when knowing the product; The results obtained showed a great acceptance within the national market; The high quality, affordable price and its presentation were the most eloquent and outstanding variables, so its slogan of being the first option when acquiring a balanced brand for your pet is more than supported. With these results, the strategic plan was carried out for Pet Nutrition, which covered six sections in a set time of twelve months.