Examinando por Materia "Marketing emocional"

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    Plan de emprendimiento de 4Soul Bakery
    (Universidad EAFIT, 2025) Jaller Cuéter, Indira; Jaller Cuéter, Sara Elena; Rojas de Francisco, Laura Isabel; Echeverry Gómez, Simón
    4Soul Bakery is a dessert enterprise located in the city of Medellin, which has been in the market for more than four years. During this time, the company has faced different situations that have kept it at stable sales levels, but it seeks to increase them, which is why it is proposed to create a sustainable entrepreneurship plan, which is executable and aligned with the needs of the market and consumers. For the development of the entrepreneurship plan, different qualitative instruments were used to address three categories of analysis: business, consumer and market. To understand the consumer, quantitative exploratory research was conducted through survey questionnaires and descriptive analysis. These were applied to 58 current customers of the brand and two entrepreneurs to guide real learning about financial sustainability, product promotion and growth strategies of a venture. The results allowed us to build a demographic and behavioral profile of consumers, who showed a high appreciation for the quality of the ingredients, the image of the product and the emotional experience associated with consumption. With this information, plus an understanding of market trends, competitors and 4Soul Bakery’s capabilities, tactics were established for the growth and sustainability of the venture in the short and medium term, considering operational, financial, commercial and positioning factors.
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    Plan de mercadeo para la empresa Ingeniería y Vivienda S.A.S.
    (Universidad EAFIT, 2022) Gómez Arcila, Melissa; Rendón Montoya, Juan Rodrigo
    Ingeniería y Vivienda is a company that has been in the market for twenty years, managing and building housing projects in the department of Antioquia. The year 2022 came with an opportunity for the company to build two projects in the cities of Bello and Copacabana. One of them will be what is known as VIS (Spanish acronym for social interest housing), a project that aims to contribute to guaranteeing the right to housing for people with lower income, offering housing units with a value of up to 135 SMMLV (Spanish acronym for applicable minimum legal monthly wage). The other project will be mixed, i.e., it contains No-VIS apartments, whose price exceeds the value of 135 SMMLV. These projects will require strategies framed by a marketing plan that supports the commercial decisions made for the company. It is important to define a plan for the abovementioned housing projects, considering the service model that the competition is using and the aspects of emotional marketing that may be influencing the purchase decision.