Repositorio Institucional Universidad EAFIT ::Examinando por Materia "Blossom Fragancias (empresa) - La Estrella (Antioquia

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Análisis de viabilidad para implementar canales y medios digitales de la marca Blossom
(Universidad EAFIT, 2018) Ochoa Nieto, Juan Esteban; Monroy Osorio, Juan Carlos; Rojas de Francisco, Laura Isabel
The Health and Personal Care category shows a very interesting dynamic in Colombia, especially for the brands of the Massive Products (Unknown Brands) and its distribution channels -- According to a market research conducted by Euromonitor (…) on May 2018, this category grew 4.7% on 2017 -- This project analyses the viability of developing a digital communication strategy for the brand Blossom using social media, with the goal of increasing brand awareness and taking advantage of the ongoing market dynamic of selling through channels other than stores -- This project also analyses the importance and the influence of the Content Marketing through social media for start-up business -- In order to do so, this project was conducted as an exploratory research supported on focus groups, eye-tracking exercises and a survey, in order to look for the most accurate results -- Results for this investigation supports the importance of content marketing and social media for increasing brand awareness, and the importance of social networks in implementing online branding strategies