Innovative Marketing for Cocoa and Chocolate Haciendas in Tabasco, Mexico

Abstract

In the ever-changing business environment, innovative business forms are needed to reposition brands, retain existing segments, and attract new ones that have not been satisfied. In this regard, the use of innovative and creative strategies is the foremost alternative. Organizations such as Cocoa and Chocolate Haciendas in Tabasco, Mexico, need to motivate their customers to enjoy their products and services through innovative marketing. The objective of the research was to identify the distinctive qualities of their properties and complementary products that make these places a differentiated cultural tourist attraction. The qualitative method with a systemic phenomenological approach was used, privileging participant observation and flash surveys. The main findings show that their advantages include personalized attention from their owners, estates dating back to the 19th century, generational experience in cocoa processing, artisanal and contemporary chocolate manufacturing, origin denomination of "Grijalva cocoa," and a wide range of fine and artisanal chocolate products. Regarding complementary products, the presence of chocolate shops was observed, along with the location of the haciendas in the country's most important cocoa-producing area and their inclusion in the exclusive Cocoa to Chocolate Cultural Route.