Estrategias de posicionamiento para los productos orgánicos de la Fundación Mujeres Empresarias Marie Poussepin, en los restaurantes de la Localidad de San Cristóbal Sur en la ciudad de Bogotá.

Abstract

This research work focuses on the design of a series of marketing, segmentation and positioning strategists for the Marie Poussepin Women Entrepreneurs Foundation that contribute to improving their sales and recognition in the organic products market in vegetarian restaurants in the town of San Cristóbal Sur in the city of Bogota, in order to increase sales and customer loyalty. Within the social and business perspective of the foundation is framed the social sense, therefore, the sustainability plan includes the linkage of more women heads of household in vulnerable situations. Marketing strategies generated from qualitative exploratory research are projected: Targeting strategy and positioning, from which it is evident the need to generate alliances with interinstitutional customers and urban orchards, allowing to expand the market not only by offering the services of vegetarian restaurant, but from the sales of products marketed in urban orchards, taking advantage of the physical spaces they have.