Examinando por Materia "POSICIONAMIENTO (PUBLICIDAD)"
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Ítem Análisis de la comunicación digital como herramienta de posicionamiento de marca para entidades sin animo de lucro en Medellín, Colombia(Universidad EAFIT, 2019) Serna Giraldo, Érika María; Ceballos Ochoa, Lina María; Arias Salazar, Alejandro;1017181539Ítem Análisis de la promoción estratégica dirigida a visitantes: aportes a la construcción de la marca de Ciudad de Medellín(Universidad EAFIT, 2018) Sierra Cadavid, Mauricio; Rojas de Francisco, Laura Isabel; Mejía Gil, María ClaudiaMedellin is considered a city that has suffered a social transformation that has allowed to leave behind a reality of violence and insecurity to become an important touristic destination -- This achievement has been partly thanks to initiatives of different actors and organizations that, in their marketing, communication and promotion strategies, have addressed the changing processes of Medellin at sociocultural, innovation and urbanism levels, having effects on city’s residents, forming a network of allies and key actors to promote the city for visitors -- This study began by detecting, through text mining, content analysis of messages published on social networks by social actors that contribute, with their tourism promotion strategies, to the construction of the city's positioning, the strengthening of the Medellin's positive reputation and a validation through the Delphi method, which consisted of conducting a first round with a panel of experts in the area and a second round of survey to people involved in the tourism development of Medellin, with the purpose of identify data on actions, actors and marketing strategies, promotion and disclosure found in social networks that contribute to the transformation of the city -- Thanks to this, it was possible to analyze the impact of the strategic promotion to visitors of the city, on the development of a tourism offer that becomes a success case on contribution to the construction and definition of a City Brand for Medellin, contributing to its positive reputation -- Understanding that, in the development of the city image, it’s necessary to comprehend the representations and imaginaries that inhabitants have about their territory, and that the city culture is reflected in the construction of its own brand -- This work allowed to find that the city has an offer of tourism products and services, formal and informal actors and inhabitant initiatives that contribute to build its image -- Additionally, the messages that shape social dynamics around this offer and those actors are focused on people, their charisma and resilience, giving an account of the social transformation that Medellin has demonstrated and is the one that is forging its reputationÍtem Análisis de viabilidad para implementar canales y medios digitales de la marca Blossom(2018) Ochoa Nieto, Juan Esteban; Monroy Osorio, Juan Carlos; Rojas de Francisco, Laura IsabelThe Health and Personal Care category shows a very interesting dynamic in Colombia, especially for the brands of the Massive Products (Unknown Brands) and its distribution channels -- According to a market research conducted by Euromonitor (…) on May 2018, this category grew 4.7% on 2017 -- This project analyses the viability of developing a digital communication strategy for the brand Blossom using social media, with the goal of increasing brand awareness and taking advantage of the ongoing market dynamic of selling through channels other than stores -- This project also analyses the importance and the influence of the Content Marketing through social media for start-up business -- In order to do so, this project was conducted as an exploratory research supported on focus groups, eye-tracking exercises and a survey, in order to look for the most accurate results -- Results for this investigation supports the importance of content marketing and social media for increasing brand awareness, and the importance of social networks in implementing online branding strategiesÍtem 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 MaríaAUTOVAN 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.Ítem Aspectos que inciden en el comportamiento de las marcas propias en América Latina(2018) Kepes Bustamante, Julián; Gentilin, MarianoAbstract: This paper addresses the main aspects both internal (organizational) and external (contextual) that affect the behavior of own brands in Latin America, which during the last decade have shown significant growth in some of the main economies for the region -- For that purpose, systematic research has been carried out based on the publications related to the topic between 2003 and 2018 on Redalyc database, which is complemented with some studies by expert consultants on the subject -- The findings show that consumer attitudes are de main fact that influence the behavior of de private label in LATAM -- Other facts of influence are the strategy, positioning and segmentation of own brands, as well as, marketing mix actions and innovation and the imitation of brands -- Those related to internal aspects that influence -- Regarding external factors, the main ones are the macroeconomic aspects, the trends of the FMCG market and the distribution channels, together with the consumer behavior already mentioned aboveÍtem Atributos, posicionamiento y expectativas para una tortilla marca La Soberana(Universidad EAFIT, 2023) Otálvaro Hurtado, Juana María; Pineda Ríos, Daniel; Restrepo Ayala, Camilo ErnestoÍtem Construcción de la estrategia de marca para la empresa Salud Natural S.A.S.(Universidad EAFIT, 2018) Franco Chaves, Linda Carolina; Saldarriaga Sierra, Adriana Marcela; Uribe de Correa, Beatriz AmparoDistribuidora Salud Natural its a company located in the city of Medellín -- It has been in the natural industry for more than ten years -- Even thought the company´s sales has grown in the past five years, in the last six months there has been a clear decreasement in the market quote, and for that a desaceleration in its growth -- Today, we see a strong growth in the direct competitors, due to the big success of the fitness and health tendency in Colombia -- For those reasons, Salud Natural is reaching for a better quote in the natural products market throught a proper market strategy that will guide the company to identify its esence, the brand equity, and the benefits to the elements that make the brand different -- Thats the reason why a market research has been made, in order to know the consumer and his behavior -- In the research they could find the necesary information for the construction of a market strategy that will adapt to the company throught the identification of the brand equity context and then its development in order to have the proper information to propouse strategies that will be helpful the company and also no enhanse the brand equity of the company and reach brand positioning in the natural products marketÍtem Consultoría de plan de mercadeo para Luminosa(Universidad EAFIT, 2021) Prado Moncada, Esteban; López Moreno, Martha CeciliaTo have the skills to understand and identify the problems that SMEs face when offering and creating value could be the antidote to counteract their low level of competitiveness and increase their survival over time. One of the ways to achieve this goal is to acquire skills that allow the development of effective management processes. This study presents the development of a marketing plan for the Luminosa entrepreneurship, a candle producer that, based on its empirical experience and knowledge transfer from the academy, seeks to improve its processes and increase its competitiveness. Throughout this proposal, it is confirmed that all the stages of the planning process are interrelated and should not operate in isolation; all are important and contribute to the development of the SME. Therefore, it is necessary to grant small and medium-sized entrepreneurs structured tools to carry out a marketing plan that, beyond increasing sales, allows them to start an expansion process, without neglecting the generation of competitiveness and the contribution to the country's development.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 Diseño de plan de marketing para la empresa Esgryma Consulting Group en Cartagena, 2021(Universidad EAFIT, 2021) Mora Soto, Ernesto Fidel; Londoño Vélez, Natalia; Uribe de Correa, Beatriz AmparoMarketing has become an element to coordinate business activities. For this reason our objective was to propose the design of the marketing plan for the company Esgryma Consulting Group in Cartagena. Method. A study was carried out using two research modalities, qualitative and quantitative, and focused on the analysis of the market of occupational risk consultancies in Cartagena. To collect the information, a semi-structured interview was conducted with eight clients linked to the company, which allowed us to analyze the client's perception of the advisory, consulting and training services in occupational risk management from the marketing mix (4P). Additionally, a contextual and situational analysis was carried out to identify the consumption trends of the services offered by Esgryma, in addition to an analysis of the competitive environment comprising an internal and external environment, clients and competition, where we used tools such as DOFA, Pestel and Porter's 5 forces. Results. Current customers were analyzed based on their needs, motivations and buying habits to obtain insights that allowed us to propose strategies. Conclusions. This perspective allowed to propose the strategies of the marketing plan and its fundamental elements, such as objectives, strategies (4P) and tactics, budget and follow-up plan, in order to increase competitiveness and improve the value proposition and services to customers.Ítem Diseño de plan estratégico de mercadeo para posicionar a la Clínica Especializada La Concepción S.A.S como una institución prestadora de servicios de salud de alta complejidad(Universidad EAFIT, 2023) Ruiz Serna, Ornella Rosa; Vélez Londoño, Natalia; Uribe de Correa, Beatriz AmparoThe La Concepción Specialized Clinic is a healthcare institution that provides specialized services to patients with moderate and high-complexity needs. Its goal is to offer solutions to the medical needs of users in the region that primary and low-complexity health centers cannot cover, through medical specialties, equipment, and treatments that improve their quality of life. This study was conducted using the Marketing Strategic Plan methodology defined by EAFIT University, which consists of three stages. The first stage included the problem, the company's presentation and objectives, a conceptual framework, and methodology. In the second stage, a situation analysis was carried out, including the internal and external environment and market analysis. In the third stage, strategic objectives, strategies outlined from the marketing mix, tactics, budget, and follow-up were formulated. Finally, the strengthening of the after-sales service and the design of internal strategies with employees were recommended.Ítem Diseño de un plan exportador para la empresa Ensamble Espacios Vivos(Universidad EAFIT, 2022) Landazabal Soto, Jefersson; Zúñiga Raigoza, Jaime Alberto; Uribe de Correa, Beatriz AmparoÍtem 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 Estrategia diferenciadora para el posicionamiento del Norte del Departamento de Valle del Cauca como una región productora de cafés especiales(2018-05-19) Acevedo Betancur, Wilmer Andrés; Uribe de Correa, Beatríz AmparoThe development of a differentiating strategy for the positioning of the northern region of Colombia’s department of Valle del Cauca as a producer of special coffees is based on the observed need to motivate production there, since this product is an important part of the means of subsistence of about 7000 families, even more so when the coffee sector marks the GDP of the agricultural sector of the country, but nevertheless presents great challenges when it comes to generating sufficient resources to provide for these families decent living conditions -- The following is a descriptive study that includes a qualitative analysis of the information collected both from written sources and from semi-structured interviews with seven experts from different areas of the coffee production and marketing chain -- From this study, some of the conclusions show the need to create inter-institutional alliances that allow access to financial services for producers, and contribute to improving the investment made for rural producers, so that the investment does not atomize, not only in its own terms, but in the strengthening of the capacities of producers through the improvement of the educational offerÍtem Estrategia para la marca Ver Limpio de la empresa Soluciones Químicas y Arquitectónicas(Universidad EAFIT, 2017) Bustamante Márquez, Ana María; Rojas De Francisco, Laura Isabel; Lema Vélez, Juan PabloEste estudio pretende la creación de la marca Ver Limpio, una marca que pertenece a la empresa Soluciones Químicas y Arquitectónicas, a través de un proceso de construcción de marca basado en la propuesta única de valor y la identidad de la marca, tanto desde el punto de vista de su personalidad de marca como del gráfico -- Se llevó a cabo a partir de una investigación mixta con el propósito de obtener la identificación las compresiones de los clientes actuales y potenciales alrededor las expectativas de la categoría, con el fin de agregar valor a los productos y servicios y crear asociaciones fuertes, positivas y exclusivas con la marca hacia los consumidores -- Este estudio es un insumo importante para la empresa para establecerles sus estrategias de mercadeo a sus franquicias para así aportar a que la imagen de marca de Ver Limpio sea más fuerte en los ámbitos e internacionalÍtem Estrategias de mercadeo para el fortalecimiento y crecimiento sostenible de Floretto : un análisis integral del Café & Brunch en Medellín(Universidad EAFIT, 2024) Alfonso Mazuera, Diana Michael; Henríquez Díaz, Ángela MaríaÍtem Formulación del direccionamiento estratégico para Stoller Colombia 2023-2028(Universidad Eafit, 2023) Jaramillo Parra, Diana Patricia; Delgado Restrepo, Ricardo de Jesús; Uribe de Correa, Beatriz AmparoÍtem Formulación plan de mercadeo Truchas Belmira S.A.S.(Universidad EAFIT, 2021) Montagut Torrado, Andrés Felipe; Ochoa Muñoz, David Andrés; Giraldo Hernández, Gina María; Cadavid Gómez, Hernán DaríoÍtem Gamificación y asociación simple para la educación ambiental desde las perspectivas del mercadeo digital y las actitudes de las empresas(Universidad EAFIT, 2022) Ramírez Moreno, Erica; Acevedo Mejía, Erika Cristina; Mejía Gil, Maria ClaudiaÍtem 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 María