Repositorio Institucional Universidad EAFIT :: Examinando por Materia "Pestle"

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Modelo de negocio para comercializar la emisión de publicidad focalizada dinámica para la industria farmacéutica con un mueble con patente de invención
(Universidad EAFIT, 2021) Durán Grisales, Martha Lucía; Giraldo Hernández, Gina María; Uribe de Correa, Beatriz Amparo
The objective of this project was to design a business model to commercialize the broadcasting of dynamic targeted advertising for the pharmaceutical industry with a piece of furniture with a patent of Invention. The methodology of Osterwalder et al., in Designing the value proposition was used, which is based on enriching the business model canvas containing nine modules: market segments, value propositions, channels, customer relationships, revenue sources, key resources, key activities, key partnerships and cost structure. It is concluded that considering the nature of the service presented in the business model of Enfocar Publicidad S.A.S., its success lies in two key factors: technological and advertising innovation at the time of developing the commercials in 2D and 3D, because it is useless to have a piece of furniture with the best construction quality, if it does not transmit attractive contents that are attractive to the customer, where they can learn about the benefits of acquiring certain brands of medicines or pharmaceutical products, enabling the positioning of a particular brand or set of them in the consumer's taste and, therefore, make it grow significantly.