Propuesta para el posicionamiento de la miel melipona a partir del estado del arte

The value proposition is an important component for developing appropriate sales strategies in the identified market segment. Through a comparison of the value proposition of melipona honey based on a state-of-the-art study, as well as an analysis of the current segment using online data, it was possible to determine the relevance of this segmentation. The findings revealed the need to strengthen the focus of digital promotional channels.