A marketing plan for coca de recapte of Casa Ciurana

Identifier:  TFG:10330

Handle: https://hdl.handle.net/20.500.11797/TFG10330

Authors:  Loukili El Abdellaoui, Mohamed

Abstract:
This Bachelor’s Thesis aims to promote the *coca de recapte* from Casa Ciurana as a distinctive product within the artisanal bakery sector. Despite its quality and traditional roots, consumption remains sporadic, yet there is potential for growth among new audiences and through new channels. Through an interview with the company and a survey of potential customers, a high level of acceptance was identified, alongside opportunities for introducing new flavors, enhancing digital presence, and adapting to new consumption habits. A marketing plan is proposed to strengthen the brand’s artisanal image, increase its visibility, and boost the frequency of consumption.