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Nuevos segmentos de mercado para la comercialización de las rosas Ecuatorianas desechadas del sector del Cotopaxi.

Abstract:

INTRODUCTION. Many roses grown in Cotopaxi are discarded because they do not meet the necessary characteristics to be exported, since at the time of classifying them they do not comply with the selection of the length and (or) of the size of the button, these products are perishable and do not support more than ten days of storage. TARGET. It was proposed to explore new consumer markets for the discarded Ecuadorian roses from the Cotopaxi sector. METHODOLOGY. A mixed focus study was carried out with interviews and surveys of people on Facebook who would have used #flowers, the sample was calculated in 364 people. RESULTS. It was found that the regular sales channel is the flower shop and that it is supported by supermarkets. A marketing plan was designed with push strategies in communication, it reached a cost benefit of 41 cents per dollar invested.