Analysis of the Offer and Marketing Strategies of Traditional Regional Desserts: The Case of Coyotas in Hermosillo

Abstract

Companies that produce and market traditional foods face a competitive and constantly changing environment. Therefore, it is necessary for them to adapt to consumer trends by choosing the appropriate channels while promoting the cultural richness of their products. The objective is to analyze the marketing and communication channels on the internet that these companies use to reach consumers.

The methodology used in the study was transactional and was carried out in two stages: a documentary review using DENUE data and an observation of internet platforms. The sample consisted of 20 academic units in the first stage and 19 in the second.

The results show a diverse range of flavors, with a predominance of traditional ones, along with some recent innovations. The analyzed companies are adopting modern distribution channels, such as delivery services and e-commerce platforms, and leveraging social media for their promotional strategies. Although these companies are adapting to the current market demands, it is suggested that they continue to innovate to maintain their competitiveness in a dynamic and ever-changing environment.