Examinando por Materia "Posicionamiento de Marca"

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    Plan de mercadeo Sara Gaviria Creadora
    (Universidad EAFIT, 2022) Bianchi López, Oscar Eduardo; Serrano Rivero, Sergio Andrés
    This research project has been dedicated to identifying and relating the main tastes, behaviors and opinions of current and potential clients of the Colombian brand Sara Gaviria Creadora. The study is mainly qualitative, with an exploratory approach. To develop the present study and taking into account the knowledge of the brand, the meaning it has and the need for validation, an in-depth semi-structured interview was implemented with eleven people, including current and potential clients of the brand, identifying their level of affiliation, affinity and general opinions of the brand, the concept, the designs and the presentation. Finally, the approach of a marketing plan with strategies and tactics applicable to the Sara Gaviria Creator brand is conducted to increase the positioning of the brand at the local level.