Marketing Plan for the Fruit Pulp Produced By the Association 12 de Diciembre del Cantón Naranjito

Abstract

This article proposes a marketing plan for the extension of the line of natural frozen fruit pulp in the markets near the Nueva Unión campus such as the Naranjito, Bucay, and Cumandá areas. The marketing plan was developed based on the characterization of the targeted markets and the identification of business opportunities through marketing strategies focused on the product, branding, positioning, price, distribution, marketing, and promotion. The correct application of the plan can help position the pulp of FRUTOS DEL CAMPO fruit produced by the DECEMBER 12 association. Recently, there has been a huge surge in the number of people eating outside due to multiple occupations despite being aware of the importance of healthy eating. The survey of the targeted markets showed that the fruit pulp produced by the association of DECEMBER 12 was majorly demanded and supplied for the preparation of cocktails, ice creams, or juices. This has created opportunities for suppliers generating fruit pulp that facilitate the preparation of these food items and presenting an excellent quality that can satisfy customer requirements.

Keywords

• marketing plan, fruit pulp, target market, branding, marketing.