Plasticaucho S.A is a company dedicated to the manufacture and commercialization of footwear, being one of the biggest footwear companies in the province of Tungurahua, satisfying its customers under strict quality processes, thanks to this the company is recognized at a national level under product lines, areas and commercial channels. For this reason, the following research work emphasizes a model of population growth based on the life cycle of the product that responded to a quantitative approach, not an experimental one of longitudinal character and relational reach, including the description of the participants, the design of the study and the evaluation instrument. It was sought to nuance: 1) to locate the lines of products according to the CVP; 2) to classify the commercial zones; 3) to identify the participation of the distribution channels. To reach these elements, we explored the sales budget (pairs), seasonality (months) and the 10 percent growth rate. The sales reports for the years 2016, 2017 and 2018 were used to develop the logistical model for population growth, thus demonstrating the approval of the limited life of the products and the seasonality of sales with the calculation of the Fisher coefficient with a result of: 0.08338, which helped to locate in which stage of the CVP each line, zone and commercial channel is located, attaching the stage of turbulence in the study as an emphasis for decision making. After the study carried out in the company Plasticaucho S.A, it is suggested that in the school, relax and sports footwear, the innovation of designs with avant-garde products should be promoted as a market demand and new marketing strat