Maestría en Mercadeo (tesis)

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De la inspiración a la percepción : evaluación del propósito de marca y la propuesta de valor de Sífera en el mercado de accesorios
(Universidad EAFIT, 2023) Gil Ramírez, Mariana; Gómez Tamayo, Daniela; Echeverry Gómez, Simón
This undergraduate thesis structures and validates the brand purpose and value proposition of a new miyuki accessories brand called Sífera in the market. This is achieved through a market analysis and study aimed at enhancing its recognition and achieving a strong regional and national positioning. This involves creating effective strategies that align Sífera's unique values and benefits with the needs and desires of its target audience. To validate this, surveys are utilized to assess customers' perception of Sífera's value proposition in order to identify areas for improvement and strengthen the brand's position in local and national markets. Additionally, research is conducted to identify key segments and analyze direct and indirect competitors. A crucial aspect of the thesis involves defining Sífera's brand purpose and values, as well as a precise mission, vision, and values statement that aligns with the needs and demands of the target market. Finally, based on the research results and findings, concrete recommendations and actions are proposed to enhance and improve Sífera's brand purpose and value proposition.