Repositorio Institucional Universidad EAFIT ::Examinando por Materia "MERCADEO - INVESTIGACIONES

Examinando por Materia "MERCADEO - INVESTIGACIONES - METODOLOGÍA"

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Agencia de consultoría en mercadeo para emprendedores y pymes en el eje cafetero
(Universidad EAFIT, 2023) Valderrama Narváez, José Eduardo; Gómez Restrepo, Laura Lizeth; Arias Cuesta, Lina María; Sepúlveda Cardona, Edwin Andrés
Based on the problems identified in the sectors of entrepreneurs and pymes in Pereira city, which has a great impact on the economy of the Coffee Region, where there is evidence of a high number of such companies that close in their first year of opening and considering that in the Chamber of Commerce of Pereira there are no consulting companies registered in the 2021 business census of traders. Therefore, this study provides a comprehensive overview of marketing status in the sample taken, as well as important information regarding the value proposition for the creation of the marketing agency / accelerator for entrepreneurs and pymes in the Coffee Region, considering the impact on the regional economy. For this purpose, a mixed non-probabilistic exploratory study was conducted with data analysis employing three methods that allowed the triangulation of the information through in-depth interviews with experts, surveys with multiple choice questions and systematic review of indexed journals. This rigorous approach adds credibility and consistency to the study. Consequently, the results obtained reveal the specific needs of pymes in the Coffee Region and provide valuable insights and recommendations to address and mitigate this is and provide valuable insights and recommendations to address and mitigate this issue.
Análisis de la toma de decisión para un procedimiento estético en la ciudad de Medellín
(Universidad EAFIT, 2023) Pasos Pérez, Stephany; Parente Laverde, Ana María
Análisis de los efectos de las acciones de endomarketing aplicadas a los empleados de la Universidad EAFIT
(Universidad EAFIT, 2021) Gómez Zapata, José Daniel; Rojas de Francisco, Laura Isabel
The demographic change that humanity is undergoing leads organizations to rethink their administrative processes, as well as their relationships with stakeholders, and one of them is their human capital. This is where the relevance of endomarketing strategies becomes very valuable when it comes to connecting human development with the achievement of the goals set. The purpose of this research proposal was to analyze the current state of the endomarketing actions implemented by Universidad EAFIT, by means of a mixed exploratory study that gathers different techniques of information gathering, with the participation of the employees with labor contract of the University, and with the accompaniment of the Department of Employee Development, and intended to offer conclusions and suggestions that allow reorganizing and focusing actions that generate greater value and that go towards the interests of the University and its collaborators. Likewise, and in the same way, we sought to know the current state of EAFIT in relation to different private universities located in Medellín. This study contributes to one of the guiding principles set forth by the University in its 2030 itinerary, where "Growing with the employee", is set as an objective to be achieved.
Análisis de los procesos de adopción de herramientas tecnológicas de automatización para marketing en empresas de software as a service
(Universidad EAFIT, 2024) García Zapata, Germán Alonso; Sepúlveda Cardona, Edwin Andrés
Currently, marketing operates in a scenario of hyperconnectivity and micro-interactions with the consumer or user, which has gained strength thanks to digital innovations and the transformation to a service-based economy. This landscape poses a challenge for the marketing field, as the same hyperconnectivity has led to intense competition for media across different available channels, as well as a need for personalization and segmentation in customer interactions that is difficult to achieve without scalable technologies that address the challenges of handling large volumes of data. Considering the implementation of Marketing Automation technologies as a strategic element for the scalability of organizations, this research is proposed. The aim is to initiate a discussion between experts in Marketing Operations and leaders in the Software as a Service (SaaS) industry, contrasting their perspectives to reach a consensus through the application of the Delphi methodology. The results present the main needs, motivations, and elements to consider in an adoption project of automation technologies for marketing in SaaS companies, according to the interpretation of two rounds of interviews proposed in unsupervised application questionnaires to experts.
Análisis de variables de mercadeo que complementan la medición del retorno de las inversiones en espacios y publicidad física para puntos de venta
(Universidad EAFIT, 2024) Calad Posada, Alejandro; Muñoz Molina,Yaromir; Saldarriaga Romero, Víctor Jaime
Companies make marketing investments in spaces and physical advertising at points of sale to give visibility to their products and communicate messages that encourage customers to make a purchase decision. Currently, the evaluation of the results of these investments is done using the return on investment (ROI) indicator. This indicator overlooks other aspects that cannot be measured solely through sales, such as those derived from visibility and message communication at the point of sale. This study aims to identify variables that allow measuring aspects complementary to the financial ROI indicator when evaluating a marketing investment within a beauty and personal care company in Colombia, through a review of both primary and secondary sources. As a secondary source, the existing literature provides measurement tools complementary to ROI used by other companies and in other studies, which is validated with primary sources through interviews with internal company staff and external personnel and analyzed with the application of surveys to customers in the beauty and personal care sector in Colombia to determine the performance of the variables against the company's objectives for the channel. The main results identify six marketing variables (awareness, brand knowledge, notoriety, top of mind, browsing intention, and transactional intention) that complement the measurement of the return on investments in spaces and physical advertising at points of sale, which can be useful both for the company under study and for other companies in the sector.
Análisis y desarrollo de estrategias para aumentar el posicionamiento de la empresa Aceites y Repuestos AUTOVAN
(Universidad EAFIT, 2023) Vanegas Sánchez, Juliana; Henríquez Diaz, Ángela María
AUTOVAN is a traditional company in the spare parts sector, with a presence of over 45 years in the city of Pereira. It specializes in the commercialization of automotive spare parts. Initially, it started as a miscellaneous store for multi-brand spare parts, and later shifted its focus to the manufacturing of clutches under its own brand. Currently, AUTOVAN is exclusively dedicated to the marketing of automotive spare parts, including repair kits for Diesel vehicles, sales and repairs of turbochargers, and its flagship product, the sale of Mac brand batteries for gasoline cars. This project focuses directly on positioning the AUTOVAN brand in the Coffee Axis (Armenia, Pereira, and Manizales) to be recognized as the leading company in the marketing of Mac brand batteries. The study involves the development of a marketing plan, beginning with an analysis of the internal and external environment of the company to identify its challenges and opportunities. Subsequently, the battery market is investigated, and based on the environmental possibilities, a strategic objective is proposed, which concentrates on positioning the AUTOVAN brand. To ensure the achievement of the objective, various strategies are proposed. These strategies are expected to be implemented through different activities that will allow the company to validate the market and establish a strong brand presence.
Asesoría y prospección de visitas de clientes en agencias de autos por medio de chatbots e Inteligencia Artificial
(Universidad EAFIT, 2025) Restrepo Acosta, Eduardo; Martínez Vargas, Juan David; Sepúlveda Cano, Lina María
Aspectos involucrados en el proceso de toma de decisiones para la implementación de un proceso de gestión de precios
(Universidad EAFIT, 2024) Yepes Molina, Daniela; Muñoz Molina, Yaromir
Atributos para el posicionamiento de la marca región Antioquia
(Universidad EAFIT, 2024) Soto Cárdenas, Leidy Carolina; Restrepo Díaz, David Alejandro
Currently, Colombia is experiencing a 175,8 % increase in the influx of non-resident visitors, with Medellín standing out as the second city receiving the most tourists after Bogotá. This phenomenon highlights the tourist potential of Antioquia, making it a key destination for regional economic development. In this context, the creation of a regional brand becomes indispensable for driving economic growth through the tourism identity of the Antioquia department. This research, part of the Master's program in Marketing at EAFIT University, aims to establish the attributes for effectively positioning the Antioquia regional brand. To achieve this, a study was conducted on nine municipalities recognized as prominent tourist destinations in the Antioquia region. The methodology employed is qualitative, utilizing exploratory research techniques to delve into the perceptions and experiences of both residents and visitors. It is expected that the results obtained will provide a deeper understanding of the distinctive elements that characterize Antioquia as a tourist destination, as well as the areas of opportunity that can be leveraged to strengthen its positioning in the national and international markets. Additionally, these findings will serve as a starting point for future research and strategies related to the construction of the Antioquia regional brand, thus contributing to the sustainable development and economic growth of the region as a whole.
Baby boomers hombres de la ciudad de Medellín y sus motivaciones de compra de ropa online
(Universidad EAFIT, 2024) Jaramillo Arias, Catalina; Moreno Álvarez, Mateo; Mejía Gil, María Claudia; Sepúlveda Cardona, Edwin Andrés
Baby boomers refer to all people born between 1946 and 1964, which means that they did not grow up with the Internet and had to adapt to changes during their development and even their professional life. The vast majority had to start including digital media in their lives to feel current and to be able to fit into today's world and, that is why, they still have mistrust and discomfort when it comes to completing transactions through online stores. In this research, we will identify the motivators and inhibitors, through in-depth interviews, that male baby boomers from strata 5 and 6 in the city of Medellín have when buying clothes through digital channels, to find out how their experience could be improved and their participation in purchasing in this sales channel increased. This was achieved through qualitative research through guided interviews and a survey of people who were part of the research segment. Where it was found that their greatest motivation is not having to leave the house to make their purchases and the greatest inhibitor is that the products received are not their size and do not fit them well. In addition, although men of this generation are willing to make online transactions, buying clothes is not their priority.
Bases para una propuesta de servicios educativos para estudiantes de posgrados científicos de la Universidad EAFIT
(Universidad EAFIT, 2022) Naranjo Gallego, Susana; Rojas de Francisco, Laura Isabel
La cabra para los millenials : un diagnóstico frente a los conocimientos, actitudes y prácticas de la leche de cabra y sus productos derivados
(Universidad Eafit, 2020) Figueredo Angarita, Giovanna Margarita; Carmona Garcés, Isabel Cristina; Acevedo Mejía, Erika Cristina
With the growth of a market with new varieties that offer multiple health benefits, people are looking for new options. These alternatives are usually for the products of daily or habitual consumption, leaving behind the food intake with which consumers had had a long relationship. Within this trend of healthy alternatives, we find a wide diversity of milk substitute products. Among them, goat milk and all the products that come from its development, such as yogurt, cheese, and cream cheese, all these viable alternatives to their plant and animal counterparts. However, despite its viability as an alternative to cow's milk, and in this move towards healthier food, the goat's milk market is much smaller than its cow counterpart in Colombia. Therefore, due to the lack of knowledge regarding this apparent disparity between products, a study should be carried out to discover how this gap can be reduced. To do this, the knowledge, attitudes and practices that millenials may have regarding goat milk products within the Metropolitan Area of the Aburrá Valley will evaluated and quantified, the knowledge, the attitudes, and the practices of millenials regarding products derived from goat's milk. A research with a quantitative approach was carried out, the information was collected through the survey technique, which was made from the diagnosis of the knowledge, attitudes and practices of millennials regarding products derived from goat's milk. The results showed that knowledge is low; the attitudes of those who have tried it, in terms of taste, smell and price, are positive or neutral; The greatest motivators or stimuli that were presented for testing were curiosity and tastings. The purchase and consumption of goat's milk and its derivatives is occasional, and only a small percentage of the sample consumes it. Based on these results, relevant aspects are proposed to take it into account in the creation of a strategic marketing plan for this type of product.
Comprar con los 5 sentidos : indicadores de una experiencia agradable del comprador en locales de tenis y ropa deportiva de la marca Branchos
(Universidad EAFIT, 2019) Ramírez Serna, Jhony Andrey; Acevedo Mejía, Erika Cristina
Comunicaciones integradas de marketing para la promoción y difusión de productos y servicios de base tecnológica de cinco universidades de la ciudad de Medellín
(Universidad EAFIT, 2019) Saldarriaga Hoyos, Alexandra; Orozco Toro, Jaime Alberto
The city of Medellín is recognized worldwide for its ecosystem of innovation and entrepreneurship. However, the technological transfer between Universities as technology creators and companies as potential users encounters various difficulties for the social appropriation of knowledge. The purpose of this work is to identify the most appropriate Integrated Marketing Communications - CIM for the promotion and dissemination of technology-based products and services of the University of Antioquia, National University, EAFIT University, Universidad Pontificia Bolivariana and Universidad de Medellín, by a comparative analysis of these processes applied in these Higher Education Institutions of the city of Medellín. The research applies the qualitative exploratory method and semi-structured interviews to leaders of the technology transfer processes of these universities. Among the findings found, a high level of importance of the communications process is identified for the activities derived from research, development and innovation of the institutions object of this study; where it is emphasized that it is an innate action to achieve "the transfer of technologies", which is inherent to the knowledge that the groups of interest of these have. If audiences do not know what universities do in these areas, marketing would be more complicated. Even though the transfer leaders of the five selected universities consider communication important, they do not have clear strategies for disseminating and promoting technology-based products and services. With these results, it is intended to contribute to the innovation ecosystem at the city level to improve the relationship between the university and the surrounding environment based on communication as a key element to achieve it.
Conectando con la Generación Z : atracción de los lementos visuales en las activaciones BTL del Congreso Conamerc 2024
(Universidad EAFIT, 2024) Bolaños Muñoz, Paola Alejandra; Botero Cardona, Andrés; Giraldo Aristizábal, Juan Camilo
In recent years, marketing has undergone significant evolution, focusing on providing comprehensive experiences that allow consumers to interact with and better understand products and services. This approach, known as experiential marketing, has proven to be especially effective in attracting younger audiences such as millennials and Generation Z, who, according to various studies, prefer authentic experiences over mere possession of material goods. This research aims to examine the impact of visual elements in brand activations targeted at Generation Z, with a specific focus on the Conamerc Marketing Congress in Medellín. Despite the relevance of this congress and the campaigns developed there, there is a lack of studies analyzing how these marketing efforts affect Generation Z in Medellín. To address this gap, an exploratory and qualitative research methodology will be employed, combining the use of eye-tracking technology and follow-up interviews. These techniques will evaluate how visual elements in brand activations generate attraction among Generation Z. The purpose of this study is to provide a deeper understanding of this generation's visual preferences.
Consumo de publicidad en Tik Tok de la generación Z y los insights para lograr atracción en la etapa inicial del funnel de conversión
(Universidad EAFIT, 2025) Bayter del Río, Daniela; Montes Rosas, Laura; Sepúlveda Cardona, Edwin Andrés; Gaviria Rincón, María José
El consumo en los Food Trucks : el caso de Medellín
(Universidad EAFIT, 2019) Moreno Arcila, Catalina; Marmolejo Montoya, Diana Carolina; Muñoz Molina, Yaromir; Restrepo Ayala, Camilo
The growth of the hospitality industry and its focus on experiences, the development of tourism, better and wider cultural, government support entrepreneurship and an increasingly open to entertainment population, among other things, were the factors that prompted the investigation of how likely are the people of Medellin to consume food trucks, a global phenomenon that is already present in the city and has had a significant growth since its arrival. This research aims to identify the propensity of people in the city of Medellin to consume food at food trucks, to determine profiles and segments of existing and potential customers. Similarly, it is intended to identify motivators and inhibitors elements of market demand in question; to analyze in depth what factors can be categorized as key elements in value creation. For this it is proposed to conduct in-depth interviews with experts in the food sector and the subject matter, observations, surveys and study of literature.
De la Cruz Eventos y Publicidad S.A.S.
(Universidad EAFIT, 2024) Giraldo González, Sebastián; Tamayo Bustamante, Jairo Alejandro
This degree work presents a comprehensive marketing plan for DE LA CRUZ EVENTOS Y PUBLICIDAD S.A.S., a company with more than eleven years in the events and advertising market in the Eje Cafetero region of Colombia. The plan focuses on increasing the company's turnover by 25% by 2024, specifically focusing on digital marketing strategies. The document begins with a contextualization of the company, describing its origin, trajectory and main events carried out, which has allowed it to gain regional recognition. Then the mission and vision of the company are established, as well as its business model and a detailed analysis of the market and competition in the advertising sector, especially in the BTL (Below The Line) field. An exhaustive analysis of the company's external and internal environment is carried out, identifying key factors that affect its performance and opportunities for improvement. A SWOT matrix (Weaknesses, Opportunities, Strengths and Threats) is used to evaluate the current situation of the company. The size of the company's target market and its current market share are described. It is concluded that the company is in a market introduction phase, with considerable recognition, but with potential to increase its participation. The plan establishes specific objectives, strategies and tactics to achieve the overall goal of increasing revenue. It is proposed to conduct qualitative market research to understand the needs and expectations of potential customers, as well as the online purchasing process for advertising services. A digital strategy is proposed based on personalization, improving the user experience in the online purchasing process and the integration of new opportunities in social networks and content marketing. A detailed investment budget exclusively related to the execution of the marketing plan is presented, as well as a schedule of activities for its implementation. Expected sales and profits are projected, as well as the infrastructure and human resources requirements necessary to carry out the plan. Finally, key performance indicators (KPIs) are established to measure the success of the plan, a results control plan and contingency plans to address possible challenges during the implementation of the plan. The work concludes with lessons learned from the perspective of marketing, organization and the intervention process, highlighting the importance of this marketing plan for the growth and consolidation of DE LA CRUZ EVENTOS Y PUBLICIDAD S.A.S. in the regional market.
Definición de propuesta de valor para una PropTech para el análisis de riesgo en arriendo de vivienda en el Valle de Aburrá
(Universidad EAFIT, 2024) Nicholls Molina, Santiago; Echeverry Gómez, Simón
The thesis defines a value proposition for a new PropTech focused on risk analysis in residential leasing in the Valle de Aburrá, Colombia. The research addresses high informality, lack of adequate legal protections, and scarcity of reliable tenant data, hindering market efficiency and security. Through interviews and surveys with landlords and tenants, the value proposition was designed using Osterwalder's Value Proposition Canvas. The concept of Self-Realty was identified, highlighting landlords' preference for greater control and autonomy, suggesting the creation of "PropioTech," a self-management platform. This proposal aims to improve market formalization and efficiency, promoting a sustainable and replicable business model.
Definir una estrategia de mercadeo para la expansión de la marca de lencería masculina Sexy69 en la ciudad de Barranquilla
(Universidad EAFIT, 2025) Ocampo García, Edgar Ferney; Uribe de Correa, Beatriz Amparo; Londoño Vélez, Natalia
The purpose of this document is to define a marketing strategy for the expansion of the Sexy69 brand to the city of Barranquilla, some surveys were conducted in homosocialization venues and erotic stores in the city, along with contextual information analysis. The survey results, along with the absence of men's lingerie physical stores or businesses offering such products, the low inventory, and the limited variety of references in erotic shops, confirm the hypothesis of unmet demand in the city. Although a low percentage of men willing to wear lingerie was identified, most of the target audience remains conservative, preferring garments with few variations from traditional styles; therefore, establishing a Sexy69-branded physical store in Barranquilla would be very risky. A commercial partnership with an already established store that demonstrates interest in selling Sexy69 garments through a consignment inventory model would be the most effective expansion mechanism. Detailed monitoring of sales from this partnership will provide valuable data on brand acceptance, the most demanded references, and preferred characteristics for subsequent phases of expansion. Given the conservative nature of the target audience, the potential expansion of the Sexy69 brand should start with a portfolio focused on discreet designs, colors, and textures, complemented by special launches featuring bolder garments on key dates, such as Barranquilla’s Carnival, San Valentin´s Day, etc. The selection of strategies based on the 4Ps tool will be essential to mitigate the risks of expanding Sexy69 into the city of Barranquilla.

Examinando por Materia "MERCADEO - INVESTIGACIONES - METODOLOGÍA"

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