Examinando por Materia "Mezcla de mercadeo"
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Ítem Definición de un plan táctico de mercadeo para el lanzamiento de la marca Zontes en el mercado de motocicletas en Manizales y Cartago(Universidad EAFIT, 2022) Castro Romero, César Augusto; Ceballos Rodríguez, Daniel Jaime; Orrego Gallego, Sebastián; Giraldo Ospina, Juan MiguelÍtem Estudio del comportamiento del consumo de ropa de las mujeres de Medellín y el Área Metropolitana en tiempos de pandemia y post pandemia(Universidad EAFIT, 2023) Muñoz Restrepo, Mariana; Ceballos Ochoa, Lina MaríaThis study aimed to understand the purchasing decision process and the involvement of marketing mix variables (price, place, promotion, and product) in the purchasing process of casual clothing for women between 18 and 36 years old in the Metropolitan Area of Medellin during the pandemic. It also explored whether the post-pandemic period induced changes in the clothing consumption patterns of women in the mentioned age range. An exploratory-descriptive study was conducted using in-depth interviews with ten women who fit the target profile. Despite the inherent limitations of qualitative research (especially in terms of generalization), it was concluded that the product is the main variable in the stages of problem recognition, evaluation of alternatives, and product selection. Promotion was identified as influential in the information search stage, while place was found to play a role in the outcome stage. Price was only mentioned in the problem recognition and alternative evaluation stages and had low impact. Additionally, it was identified that consumption patterns were modified due to increased savings to prepare for future contingencies such as COVID-19. Quality in products and services became a priority for consumers. As a result, it can be concluded that women's clothing brands that can offer quality experiences and products to consumers will achieve better results within the textile industry and enjoy significant competitive advantages.Ítem Plan de mercadeo Q’Buñuelo(Universidad EAFIT, 2024) López Ramírez, Juan José; Tobón Toro, María Antonia; Valencia Herrera, Elizabeth CristinaThe marketing plan that was carried out is an important tool to generate a roadmap that allows Q'Buñuelo, an emerging traditional coffee shop in the city of Medellin, to achieve its objectives, define and expand its target audience, differentiate itself from others, have a clear focus and reach the top of mind of consumers. The food industry, and specifically the bakery industry, is a complex market, with highly recognized competition and local experience, low differentiation, economic challenges from variables such as inflation and the post-COVID-19 scenario, but it is also characterized by its high demand, market openness and cultural acceptance, especially when offering typical products of the region that, with the right strategies, can achieve results and recognition derived from a well-defined and communicated competitive advantage. In order to achieve the objectives set in terms of growth in sales and positioning, the internal and external variables of the business and the sector were investigated in depth, in order to have clarity on those favorable and challenging aspects that are presented, and how, together with the identified strengths, the clear definition of the business, the definition of the competitive advantage, the correction or adjustment of weaknesses, the navigation of threats and the correct capitalization of opportunities, can be given focus to the brand and continue to have a growth with a clear and defined north that allows reaching the preference of the target audience. Keywords: Marketing plan, Sales, Strategies, Marketing mix, Positioning, Target market, Bakery, Inflation, Competitive advantage, Top of Mind.