Estrategias de marketing para incrementar la demanda de clientes en el barrio Santa Catalina de Bogotá con la panela producida en la Finca el Paraíso

Abstract

This monograph addresses the challenge of increasing the demand for panela produced at Finca El Paraíso, through marketing strategies adapted to the local context of Barrio Santa Catalina in Bogotá. It presents in a concise manner the specific and relevant content of the thesis, highlighting the identified problem, the research methodology, the results, conclusions, and main proposals. The identified problem was the limited visibility and positioning of panela in the local market. The research included a comprehensive review of panela production and marketing, as well as an analysis of the socio-cultural and economic dynamics in Santa Catalina. The study resulted in innovative marketing strategies aimed at revitalizing the position of panela, promoting its consumption, and strengthening connections between producers and consumers. The conclusions highlight the potential economic and social benefits for both Finca El Paraíso and the Santa Catalina community.