Examinando por Materia "Posicionamiento"

Mostrando 1 - 18 de 18
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    Atributos, posicionamiento y expectativas para una tortilla marca La Soberana
    (Universidad EAFIT, 2023) Otálvaro Hurtado, Juana María; Pineda Ríos, Daniel; Restrepo Ayala, Camilo Ernesto
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    Identificación de estrategias de posicionamiento de la marca PAN Corporación Social entre los participantes del programa de voluntariado Panas de la niñez y la adolescencia
    (Universidad EAFIT, 2024) Vanegas Álvarez, Mabel cristina; Piedrahita Gutiérrez, María Clara
    This research, through its quantitative approach with a descriptive scope, seeks to determine strategies for structuring a brand positioning plan for PAN Social Corporation among the population of the PANas childhood and adolescence volunteer program. To achieve this, a conceptual review of volunteering, its essential elements, regulatory framework, and existing types of volunteering is carried out. Additionally, the positional theory or positioning theory is presented, along with a compilation of various studies with the objective of brand positioning in NGOs as a common challenge. Furthermore, an analysis of the profile of the participants in the organization's volunteer program is conducted, as well as a SWOT analysis of the volunteer program, allowing for an examination of the internal and external factors of the program to obtain a current overview and provide recommendations to address the research question.
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    Plan de emprendimiento con énfasis en mercadeo
    (Universidad EAFIT, 2024) Echeverria Blanco, Cynthia Alejandra; López Molano, María Elisa; Henríquez Díaz, Ángela María; Franco Ruiz, Camilo
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    Plan de marketing para impulsar las ventas en un proyecto de vivienda nueva de Viansa Construcciones
    (Universidad EAFIT, 2023) Rengifo Ardila, Diego José; Gómez Salazar, Valeria; Uribe de Correa, Beatriz Amparo; Londoño Vélez, Natalia
    The main goal of this document and its later development is to create and use a personalized Marketing Plan for Viansa Construction Company, located in the city of Ibagué, specifically applied to its real estate project called "Piedemonte del Vergel". To achieve this goal, a rigorous analysis of both the internal environment (essentially the company) and the external environment and all its variables was carried out to understand the logic and needs of the target market. In the process of understanding the company, we carried out an analysis based in the model of Porter's five forces and additionally, the value chain proposition of the company was constructed. The information collected from both environments comes from secondary sources such as interviews and rigorous investigation from papers and different sources. The tools used for the collection of information have been of a qualitative nature and they focus on bibliographic review and subsequent application of three different models of interviews applied to different profiles; the internal public of the construction company (purchasing manager), individuals who work in the construction environment-competition, investor clients and clients as users. As a result of this field work and information gathering, it was possible to build the structure of a Marketing Plan especially adjusted to the needs, attributes and elements identified as determinants in the purchase decision-making process of the consumer and also adjusted to the needs and capacities of the company. This Marketing Plan has its budget duly assigned by activity, schedule of execution times action by action and additionally, a section devoted to the post-implementation phase with considerations that would be very useful in the process of reviewing the effectiveness of the plan.
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    Plan de mercadeo Cool Drink
    (Universidad EAFIT, 2023) López Carvajal, Laura; Guzmán Garzón, Catalina Cecilia
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    Plan de mercadeo Frozen Rolls
    (Universidad EAFIT, 2021) Tobón Salazar, Luis Felipe; Henríquez Díaz, Ángela María
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    Plan de mercadeo iAgency
    (Universidad EAFIT, 2023) Santiago Pereira, Ángela Carolina; Henríquez Díaz, Ángela María
    In the revolutionary world of marketing, everyday companies deal with different challenges that require the skills of leaders and teams capable of carrying out actions that mobilize the evolution of the companies, in order to last in time and be competitive in the market in which they are located. This objective requires the rigor of a marketing plan such as the one presented below, in which concepts are developed, an analysis is established and a work structure is built with tools for the formulation, planning, control and evolution of the main objectives, which will represent for the company iAgency the establishment and growth of the business.
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    Plan de mercadeo para el posicionamiento del Centro de Artes de la Universidad EAFIT
    (Universidad EAFIT, 2023) Molina Salazar, Carmen Eliana; Valencia Herrera, Elizabeth Cristina
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    Plan de mercadeo para el posicionamiento digital de la marca Trimonthliso en el mercado colombiano de cosméticos capilares
    (Universidad EAFIT, 2024) Palomino Ruiz, Laura Catalina; Valencia Herrera, Elizabeth Cristina
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    Plan de mercadeo para la Cámara de Comercio de Cartago
    (Universidad EAFIT, 2021) Gaviria Nieto, Lina María; Tabares Gil, Catalina
    The present work represents the Marketing Plan for the program “Somos Aliados” from Camara de Comercio de Cartago. It contains the objectives of the plan, with the final goal of growing in number of affiliates and incrementing the entry of capital. Two of the objectives contain the strategies for the improvement of the actual product, in which the company needs to understand their segmentation and potential market. Knowing the segment will allow more knowledge about the necessities, so Camara de Comercio can offer remarkable benefits inside program. Finally, the las objective is focused on the sales plan, in which the entity will have the strategies for the retention and prospecting of the customers. Also it will be design the communications plan of the program for the different type of customers and affiliates.
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    Plan de mercadeo para la empresa RedAgro
    (Universidad EAFIT, 2024) Cardona Ocampo, Carolina; Rendón Montoya, Juan Rodrigo
    An endless number of companies in different economic industries struggle to distinguish themselves from their competitors in a constant price war. In these cases, the price cannot be ignored as a determining factor in the customer's purchase decision, however, more factors have an impact on this decision and one of the most relevant is the brand. Companies must have something that differentiates them, that communicates what they want to offer their customers, beyond their products and services. A well-developed brand allows a close relationship by establishing its operation based on the value it wants to offer to its external and internal customers. This demands a transversal presence in the organization, where each person understands the purpose of the brand and its value within it. A brand generates something to be remembered for and determines how it wants to relate to its customers, being far from being just a logo or a group of colors. This work highlights, at a strategic level, the importance of positioning a brand through its communication with its customers. A clear example of this approach is the company RedAgro, dedicated to the marketing of agro-veterinary products. In this paper, an exhaustive analysis of the RedAgro organization in the B2B market has been carried out to understand its opportunities, and as a result, several strategies focused on the marketing mix have been proposed, with special emphasis on brand positioning and communication.
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    Plan de mercadeo para la marca Abocados de la empresa Freshcolombia
    (Universidad EAFIT, 2025) Vanegas Ferraro, Werner Andrés; Montoya Márquez, Verónica; Ruiz Velásquez, María Alejandra
    This marketing plan is designed to consolidate the Abocados brand in the Colombian guacamole market, a high-growth sector driven by healthy eating trends and convenience. FreshColombia, the company behind Abocados, seeks to leverage its expertise in handling Hass avocado products to differentiate itself and gain local market share. This plan focuses on overcoming the challenges of brand recognition, strong competition and the lack of segment-specific information, by proposing strategies that allow Abocados to stand out for its quality, freshness and innovation. The environment analysis includes a detailed benchmarking of brands in the sector, identification of consumer trends and opportunities in the market. Based on these findings, key strategies are proposed to increase market penetration, strengthen customer loyalty and improve brand recognition. Tactics include the development of a strong digital presence, educational campaigns to highlight the benefits of guacamole and the expansion of distribution channels, both physical and digital. The plan also establishes performance indicators (KPIs) that will allow monitoring the effectiveness of the implemented actions and making strategic adjustments according to market responses. The goal is to consolidate Abocados as the preferred guacamole brand among Colombian consumers, offering a fresh, healthy product aligned with current trends in sustainability and conscious eating. With this strategy, Abocados has a roadmap to capture growth opportunities and generate long-term value.
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    Plan de mercadeo para la pyme Centro Óptico Internacional
    (Universidad EAFIT, 2021) Vanegas García, Robert Alexander; Ruiz Velásquez, María Andrea; Ocampo Arcila, Isabel Cristina
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    Plan de mercadeo Q’Buñuelo
    (Universidad EAFIT, 2024) López Ramírez, Juan José; Tobón Toro, María Antonia; Valencia Herrera, Elizabeth Cristina
    The 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.
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    Plan de posicionamiento turístico del municipio de Zapatoca, con el fin de mejorar su competitividad como destino turístico del país
    (Universidad EAFIT, 2023) Delgado León, María Alejandra; Rojas de Francisco, Laura Isabel; Giraldo Aristizábal, Juan Camilo
    This study stems from the need to improve the competitiveness of Zapatoca as a tourist destination by facing challenges such as lack of recognition, competition with other destinations, the need to diversify its offer, improve the visitor experience, take advantage of its underutilized potential, generate positive economic effects, ensure sustainability and conservation in tourism development, as well as encourage the collaboration and participation of various stakeholders to enrich the process and achieve greater adherence to the proposed strategies. The methodology used to achieve the objectives of this research has a mixed descriptive approach, carrying out an analysis of the current situation of tourism in the municipality, including a review of the existing tourism offer, the identification of the main attractions and tourism resources of the area, as well as an analysis of the demand and profile of visitors. The main result of this research highlights that in the voices of the OTAS's and tourists who participated in the study, there is a highly positive perception of Zapatoca as a desirable tourist destination. This phenomenon underlines the presence of seductive qualities and attractive elements in the place that influence the favorable impression that travelers have of the municipality, being compared to other destinations with higher positioning. Finally, it is concluded that despite having a rich natural, cultural, and architectural heritage, there is a lack of organization of tourism promoters in the municipality and the current offer is focused on two sites of interest, so there are opportunities to promote tourism through digital media that are under- explored.
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    Plan de ruta para el posicionamiento de marcas colombianas de consumo masivo en Centroamérica
    (Universidad EAFIT, 2020) González Toro, Leidy Johana; González Pungo, Juan Guillermo; Roldán Yepes, Raquel
    The Colombian Exports have big dependency on the traditional products and this, in the long term, will not allow value creation and increase the country economic risk given this kind of products can be easily substituted. Additionally, this situation is made worse given the growth level for the 2018, in which the traditional exports increased a 15% while the non-traditional exports presents only a growth of 2% (DANE, 2020). The objective of this document is to design a rout plant based in the experience of current exports participants for the brand positioning for Colombian PYMES, with focus in the Central America market in mass consumption categories, in a way this industry can develop long term business, sustainable growth and value creation. This will allow more participation in the country exports with more value added products and an economy sustainable growth via diversification and business model expansions.
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    Posicionamiento, participantes y roles en la práctica docente de la Universidad Eafit
    (Universidad EAFIT, 2019) Vargas Betancur, Ana María; López Franco, Sonia Inés