Plan de marketing estratégico y comercialización para posicionar la marca Naturaleza Divina en el sector hoteles y restaurantes en Pichincha

Abstract

This project aimed to design a strategic marketing and commercialization plan to position the brand Naturaleza Divina, a producer of natural honey, within hotels and restaurants in the province of Pichincha, with national projection. The research, based on a mixed approach, combined structured surveys and semi-structured interviews with purchasing managers, chefs, and administrators from the HORECA channel. Findings revealed a growing preference for natural and artisanal products, with key attributes such as origin, flavor, texture, and presentation being highly valued. It was also identified that honey is mainly used in buffet breakfasts and desserts; however, the brand shows low institutional awareness, which limits its market penetration. Based on this diagnosis, a comprehensive plan was proposed using the marketing mix: product redesign (logo, labels, and institutional formats), competitive pricing with volume discounts, distribution through partnerships and fairs, and promotional campaigns focused on digital marketing and storytelling. A monitoring system with clear indicators was also established to measure visibility, alliances, and sales.