Examinando por Materia "Mercadeo"
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Ítem Atributos característicos de las marcas de bienes de lujo(Universidad EAFIT, 01/06/2006) Carlos Mario Uribe Saldarriaga; Universidad EAFITÍtem 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 CristinaWith 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.Ítem Caso Cuidos S.A. : Mercadeo industrial(Universidad EAFIT, 1995) Baby M., Jaime; Universidad EAFITÍtem Clínica moderna (mercadeo hospitalario)(Universidad EAFIT, 1995) Baby M., Jaime; Universidad EAFITÍtem Comportamiento de mercadeo entre fabricantes de Antioquia(Universidad EAFIT, 1968) HauK, James; Universidad de SyracuseÍtem El concepto de merchandising integrado al concepto de mercadeo(Universidad EAFIT, 1990) Serna López, Martha; Universidad EAFITPublicación De la Cruz Eventos y Publicidad S.A.S.(Universidad EAFIT, 2024) Giraldo González, Sebastián; Tamayo Bustamante, Jairo AlejandroThis 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.Ítem Diseño del plan de mercadeo para la empresa Vector Foods S.A.S. Planteamiento para la marca MonteRojo y plan de acción para la activación del canal tradicional en el mercado colombiano(Universidad EAFIT, 2022) Moreno Ángel, Carolina; Carmona Garcés, Isabel CristinaThis document proposes a plan to be executed by the company Vector Foods S.A.S., for the development of marketing activities that successfully get to position its gourmet snacks brand in the traditional channel in the Colombian market. It is based on the selection of the target market from the application of economic, cultural, legal and the variables of the snack market. Afterwards, an analysis of the product is carried out in the target market, where a characterization of the strengths, weaknesses, opportunities and threats of the brand in the market is made, a description of the market niche, the competition, focused on the traditional channel, looking for an approach to the price and communication strategy, which should be carried out by the company in order to position the MonteRojo brand in the traditional channel in the Colombian market.Ítem Elementos clave que aporta el mercadeo a los emprendimientos potenciales y nacientes en la ciudad de Medellín (Colombia) : una aproximación cualitativa(2020) Agudelo Malaver, Carolina; Franco Ramirez, Santiago; Macías Prada, John Fernando; Macías Prada, John FernandoÍtem Entendiendo al consumidor japonés y coreano. Tendencias de exigentes mercados en Asia(Universidad EAFIT, 2014-07-11) Puerta Hernández, David; Serna Montoya, Natalia; Universidad EAFITÍtem Estudio de factibilidad para la comercialización de una aplicación que monitoree la salud de los niños en el Valle de Aburrá.(Universidad EAFIT, 2019) Morales Sánchez, John Alejandro; Tobar Guinand, José MauricioThe development of the internet has allowed the emergence of the Internet of Things, where common objects have been able to connect to the network and be part of an ecosystem generator of data and information. This technology has let applicability in various areas of industry, among them in medicine. Regarding to Colombia, the Internet of Things oriented to the field of health is a recently explored market, and there are few ventures around the subject, which represents an important opportunity for starting a new business in the country. Considering that there are the necessary technological and technical conditions for the development of a product based on the Internet of Things and oriented to health monitoring, was developed a feasibility study that allowed to analyze the success of the execution of the proposed project.Publicación Estudio de prefactibilidad del producto Prodhy en Colombia(Universidad EAFIT, 2019) García Galán, Nancy Juliana; Uribe de Correa, Beatriz Amparo; Financiera de Desarrollo Territorial, FindeterIncreasingly more individuals are aware and are concerned about what they consume. They are clear that if they want to be healthy people and have an improved quality of life, they must take care of food, because “you are what you eat”. This concern has come to different actors, even to the Governments, becoming a matter of global concern. This is why companies like Prodia decided to research and develop products that keep this line and offered options on the market, so that it will encourage food manufacturers to be equally aware of this phenomenon and start producing food to improve quality, providing alternatives for consumers who are inclined to healthy products. At the moment there are no products as Prodhy in Colombian market, offering this a great opportunity. With the initial research carried out in this work it was possible to determine that it is totally suitable for the company to carry out an in-depth feasibility study, that includes a deepest study of the field and interviews of primary sources to determine variables of demand and offer for the good. Finally, with all the factors analyzed can be set that it is possible the commercialization of Prodhy in the main cities of Colombia.Publicación Estudio de prefactibilidad del proyecto de desarrollo de una solución tecnológica de ruta de sostenibilidad 360 grados(Universidad EAFIT, 2024) Moreno Melo , Daniel Eduardo; Tabares Jaramillo, Camilo; Henao Arango, María Cecilia; NAÍtem Guía de Análisis para determinar la naturaleza de los canales de distribución-Un enfoque con orientación hacia el mercado(Universidad EAFIT, 2002) Baby M., Jaime; Universidad EAFITPublicación Guía para el plan de mercadeo de MU Mecánicos Unidos S.A.S. alineado con la propuesta de valor de la compañía a través de la analítica con los diferentes segmentos B2B(Universidad EAFIT, 2023) González, Iván Darío; Serrano Rivero, Sergio Andrés; Giraldo Hernández, Gina MaríaPublicación HATSU, un modelo de mercadeo estratégico para escalar las organizaciones(Universidad EAFIT, 2024) Moreno Gallego, Daniel; Muñoz Molina, YaromirThis work details the aspects associated with a brand's need to innovate, create value, and differentiate itself. Companies are obliged to define strategies oriented towards their relevance and permanence. HATSU has become an important benchmark for the country's entrepreneurship and innovation system. This work shows its success and evolution based on the context in which it was born and the way it managed to grow and consolidate itself in the national market.Ítem Incremento de ingresos a través de la administración del nivel de servicio ofrecido a los clientes. Un caso de aplicación(Universidad EAFIT, 2006) González Vargas, Guillermo Andrés; Universidad Nacional de ColombiaÍtem Información, imaginación, innovación y gente : investigación de mercados(Medellín : El Colombiano, 1986, 1986) Restrepo Santamaría, Margaritainés, 1952-2008Ítem La investigación y el desarrollo de Productos Químicos(Universidad EAFIT, 2001) Devia, Jorge E.; Universidad EAFITPublicación Los cambios físicos y psicológicos con la edad, fuente de expectativas de consumo : caso personas mayores de 50 años(Universidad EAFIT, 2013) Manjarrés Ibarra, María VictoriaLos estudios sobre expectativas de consumo y las necesidades no satisfechas, evidencian la necesidad de conocer y entender qué esperan los compradores sobre las ofertas de mercado, para llevar al terreno aplicativo de la predicción o postulación de algunas certezas futuras, el comportamiento de compra -- Dentro de este contexto, la atención a la innovación y al desarrollo de nuevas iniciativas empresariales se dirige a atender necesidades de niños, adolescentes, y jóvenes, pero aún descartan a las personas mayores como público objetivo -- La evolución de la seguridad social abre la puerta a la independencia que da autonomía al gasto de las personas mayores, influyendo así en el surgimiento de nuevos estilos de vida, que, si bien tendrán que ajustarse a nuevas dinámicas de ingreso que les propone la jubilación, se exponen de manera permanente a la toma de decisiones de objetos de consumo -- Hoy, cerca de ocho millones de colombianos ya hacen parte del grupo de mayores de 55 años y cerca de cinco millones estarían entrando a esta edad en los próximos cinco años (DANE, 2005) -- Este artículo es una exploración al mundo de las personas mayores que, en su primera parte, hace una aproximación a la situación demográfica, para más adelante entrar en las consideraciones conceptuales que caracterizan la edad y, en un tercer momento, se presentan los resultados de una 2 investigación llevada a cabo, a fin de determinar los cambios físicos y psicológicos como fuente de las expectativas de consumo de las personas mayores de 55 años, en el contexto colombiano -- Esto se hizo a partir de una muestra aleatoria simple de 50 personas, las cuales atendieron la resolución de una encuesta enviada por e-mail o resuelta de manera física -- Este trabajo, a manera de conclusión, planteará algunas oportunidades para el desarrollo de nuevos productos y servicios aprovechables por diversas empresas