Marketing mix in post-pandemic ventures: a look from the experiences of the Choco Detalles in the city of Pamplona, Norte de Santander Marketing mix en emprendimientos post pandemia: una mirada desde las experiencias en el sector de Choco Detalles en la ciudad de Pamplona, Norte de Santander

Abstract

Unquestionably, 2020 was a year that restructured the way of living, communicating, selling and buying; The presence of COVID-19 brought with it a transcendental impact on the marketing of companies and the creation of ventures. The purpose of this research is to analyze the marketing mix in post-pandemic ventures, a look from the experiences of the choco-details sector in the city of Pamplona, ​​Norte de Santander; It is developed within an interpretivist paradigm with a qualitative approach, phenomenological method, applied to three post-pandemic ventures in the study sector, using the tools of semi-structured interview and non-participant observation. Therefore, the results revealed that within the choco-details sector, some enterprises have technical knowledge about marketing, while others employ basic principles empirically. Concluding that entrepreneurs in this sector implement certain actions or marketing strategies, which has made it easier for them to add added value to their products and generate higher sales in their businesses. It is pertinent to mention that the choco-details sector has increased its number of ventures, due to the high demand for the products it offers, and the experiences and emotions it transmits; For this reason, it is necessary to apply marketing mix actions that allow us to respond to the needs and desires of this market, which is constantly changing.