Digital Marketing: An Applied Study of the Chicha Valvina Enterprise in Pindal Canton, Loja ProvinceA VALVINA” ENTREPRENEURIAL VENTURE IN THE CANTON OF PINDAL, PROVINCE OF LOJA

Abstract

This research was conducted in the canton of Pindal, province of Loja, Ecuador, with the aim of developing a digital marketing plan focused on improving the market positioning of the venture “Chicha Valvina”, an artisanal cornbased beverage with strong cultural and traditional value. The study adopted a qualitative approach under a case study design, using semi-structured interviews conducted with the owner and six frequent customers selected through convenience sampling. The information obtained made it possible to identify, at the internal level, strengths such as the product’s good acceptance due to its natural characteristics, along with weaknesses related to the lack of a defined business philosophy, limited presence on social media, and unattractive packaging. In the external environment, opportunities associated with the growing interest in natural products were identified, as well as threats arising from competition with industrialized beverages. The results showed that the venture does not have digital platforms due to the entrepreneur’s limited knowledge of their management; however, customers positively value the product’s flavor, quality, and price, and express willingness to recommend it and interact with the brand through digital media. Based on the FODA analysis and the IFE and EFE matrices, strategies were proposed to promote its digital development. In conclusion, the implementation of a digital marketing plan aligned with the reality of the venture strengthens its market positioning, expands its local reach, and promotes customer loyalty through digital tools as a foundation for sustainable growth.