Examinando por Materia "Marketing con causa"

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    Ítem
    Identificación de estrategias de posicionamiento de la marca PAN Corporación Social entre los participantes del programa de voluntariado Panas de la niñez y la adolescencia
    (Universidad EAFIT, 2024) Vanegas Álvarez, Mabel cristina; Piedrahita Gutiérrez, María Clara
    This research, through its quantitative approach with a descriptive scope, seeks to determine strategies for structuring a brand positioning plan for PAN Social Corporation among the population of the PANas childhood and adolescence volunteer program. To achieve this, a conceptual review of volunteering, its essential elements, regulatory framework, and existing types of volunteering is carried out. Additionally, the positional theory or positioning theory is presented, along with a compilation of various studies with the objective of brand positioning in NGOs as a common challenge. Furthermore, an analysis of the profile of the participants in the organization's volunteer program is conducted, as well as a SWOT analysis of the volunteer program, allowing for an examination of the internal and external factors of the program to obtain a current overview and provide recommendations to address the research question.