Conciencia de marca y estrategia comercial para potenciar las ventas de flor preservada en la empresa Florícola Highland Blossoms S.A.

Abstract

The absence of a brand, the lack of trendy packaging, and the lack of commercial action have been the main challenges facing the company. The objective was to design a comprehensive marketing and commercialization strategy for the preserved flower line. This study combined qualitative and quantitative methods, conducting interviews and surveys with a population of 159 wholesale distributors in the US, applying simple random sampling and benchmarking techniques. The results revealed that the greatest potential lies in the premium and decoration segments, and that sales success depends not only on product quality, but also on understanding customer needs, brand positioning and identity, and differentiators. A key factor is having functional, premium, and sustainable packaging. These findings suggest that it is essential to have a comprehensive strategy that adds value for the customer.