Marketing strategies for customer loyalty implemented by INCAFESA in the city of Estelí in 2024

Abstract

This research is being conducted at the Nicaraguan Coffee Industry company located in the city of Estelí. Its main objective is to analyze the marketing strategies implemented by INCAFESA in order to propose new actions focused on strengthening the product brand and building customer loyalty. The main problem focuses on the limited capacity to retain customers due to a lack of innovation in its marketing strategies and not knowing how to take advantage of digital media, social networks, and websites. This research is applied and qualitative-quantitative. Interviews, 56 surveys of distributor customers, and documentary research were conducted at the company in the second half of 2024. The main results show that promotions are the main marketing strategy preferred by customers, such as purchase discounts, promotional material, and gifts. Promotions influence the loyalty of distributor customers who are satisfied with the company because they have perceived the strategies positively. This study proposes seven marketing strategies to improve customer loyalty, which are: 1) content marketing on social media; 2) training programs; 3) market development; 4) product packaging changes; 5) discount and bonus programs based on purchase volume; 6) advertising campaigns with customer-distributors; and 7) creation of a distributor portal.