Strategic Approach For The Marketing And Innovation Of Agricultural Products In Colombia

Abstract

The document presents a marketing and innovation methodology designed specifically for agricultural products, using exotic fruits in the municipality of Duitama as a study example. The main purpose is to increase the commercialization of these fruits and take advantage of their potential in the market. The proposed methodology is based on a comprehensive approach that merges marketing strategies and innovation techniques. It begins with a thorough analysis of the exotic fruit market in Duitama, identifying the essential actors and the characteristics of the target consumer. Likewise, current trends are examined and competition is examined. Innovation strategies are then applied to create new products and improve existing ones. The aim is to identify unique characteristics and specific benefits of exotic fruits, as well as explore unique combinations and presentation. The possibility of expanding the offer with related products is suggested. Once products have been developed and their distinctive characteristics defined, marketing strategies are adopted. This includes the creation of a solid and attractive brand, the application of appropriate distribution channels, participation in specialized fairs and events, and the strategic application of digital marketing.

The methodology is based on continuous evaluation and adjustment of the strategies adopted, taking into account the results obtained and the receipt of comments received. It is expected that this strategy will contribute to the successful positioning of exotic fruits in the Duitama agricultural market and will provide assistance to other producers and entrepreneurs interested in increasing the marketing of their products.