Commercialization and marketing strategies for bagasse flour in Quito

Abstract

The brewing industry in Ecuador has become one of the most important business sectors in the entire territory, in the brewing process a considerable amount of waste such as bagasse is generated, the same amount that in recent years has been used by entrepreneurs in the production of flour. At the time of proposing commercialization and marketing strategies for  bagasse flour in the city of Quito, it has been necessary to know the public's acceptance of flour by-products in relation to the current market. For this, marketing strategies will be used as traditional and digital marketing channels. An exploratory study was identified since a problem has been generated in the marketing of bagasse flour, for which several tools were used such as the focus group, information from several studies and bibliographical compilation, which could determine a regional comparison of consumption of products. bakeries and obtaining milling of beer bagasse flour as well as the tastes and organoleptic characteristics of products made with beer bagasse flour. With the aforementioned, it is suggested to plan and develop a marketing plan for the product, as well as standardize most of the processes of any industry, in the same way obtaining sanitary records and legalizing the entire process will facilitate the marketing of the product, in the same way so that the marketing of bagasse flour is studied in depth, strengthening factors such as brand, product identity, slogan and other elements that allow the product to be positioned in the market.