Examinando por Materia "Posicionamiento de marca"
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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 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 Atributos de marca de la categoría de prendas y accesorios deportivos valorados por los consumidores entre 25 y 55 años de la ciudad de Medellín(Universidad EAFIT, 2020) Ospina Lopera, Mónica Liliana; Madrid Sánchez, David; Londoño Vélez, Natalia; Villegas Gómez, JulianaThe rise of healthy lifestyle has boosted the sportswear industry in the world. According to Euromonitor International (2018), the global growth of this market has been 22% in the last 5 years, and in Colombia it was even higher, reaching 47.8% from 2012 to 2017. It is estimated that for 2022 there will be a steady increase in this category, that aligns with the international market and projects in 20%, which demonstrates the attractiveness of the sector (Euromonitor International, 2018). The purpose of this article is to investigate the brand attributes of the sportswear and sports apparel category in consumers in Medellín with ages between 25 and 55, in order to enrich the theory of sportswear brand attributes from a consumer’s point of view. To achieve this, an exploratory study was carried out with a qualitative approach, addressing consumers in the category through in-depth interviews and focus groups, and carrying out interviews with experts in Medellín, which for research purposes are referred to as primary sources. As secondary sources, data provided by Euromonitor, known authors and books on marketing, national and international indexed journals, global consultants’ reports and Colombian informative and economic journals, were used. The results obtained were: (a) the identification of the main sportswear category brands in Medellín, which, according to reports from Euromonitor International, and the expert Lorenzo Velásquez, from Inexmoda, are: Adidas, Nike, Decathlon, Bronzini Active and Punto Blanco, (b) the identification of the main consumer segments of brands in the category of sportswear that were discussed in three focus groups with consumers that practice sports regularly the first with consumers of ages between 25-35, the second with ages between 35-45 and the third one with ages between 45-55, (c) the establishment and ranking of the attributes when buying sportswear and sports apparel. This, in order to conclude that for consumers with ages between 25 and 35, the main factor in the buying decision was design, for the age group between 35 and 45, the experience, and for the group with ages between 45 and 55, comfort.Ítem Estrategia para incentivar la participación de Conestec SAS en el mercado(Universidad EAFIT, 2019) González Franco, Mauricio; Gutiérrez Soto, Alejandra; Villegas Gómez, JulianaThe purpose of this research work is to generate proposals that encourage the market participation of the construction company Conestec SAS, based on the analysis of factors that influence the decision making of buyers in the acquisition of new housing in Risaralda, and its interrelation with the internal evaluation and the environment of the organization, thus achieving a mixture of knowledge that benefits the company, the construction sector and the academy. First, a study was carried out through primary and secondary sources, starting with a review of the literature on the key concepts in researching: strategy, competitive advantages, strategic analysis tools, brand positioning, consumer behavior, purchase intention, and influencing factors in the home purchase decision. Subsequently, the analysis of the results obtained in the field work is carried out, through surveys applied to a sample of 96 people located in the department of Risaralda with strata greater than or equal to three, as well as an internal study and the environment of the company, through the SWOT matrix strategic analysis tools, PESTEL environment assessment, and Porter's five forces. Finally, a general analysis is made relating the results of the different sources of information, which shows the current situation of Conestec SAS, in relation to its environment and consumer behavior regarding with the issue of home purchase. The results showed that consumers' home purchase decisions vary according to intrinsic and extrinsic factors of the property, demographic such as marital status and age, as well as the composition of the family nucleus, all of which influence the preference of a decision over another at the time of purchase of a property in the department of Risaralda. Additionally, Conestec S.A.S has significant strengths through which it can meet the needs and expectations of the target market, considering its experience and trajectory in the construction of housing as an outstanding competitive advantage. According to the above, a strategy was designed to improve the organization’s market share of the, which was determined by analyzing the results of the sources of information used. Finally, this work is a source of information for future research, which allows strengthening the corporate strategies of companies, motivating the generation of competitive advantages to offer added value that encourages the development of companies in the construction sector.Ítem 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 Medición de la percepción de usuarios para el posicionamiento de marca de un emprendimiento que comercializa el producto “Agua de arroz de Look Cosmetics(Universidad EAFIT, 2023) Jiménez Orrego, Ángela María; Sepúlveda Cardona, Edwin Andrés; Echeverry Gómez, SimónÍtem Las organizaciones deportivas olímpicas en Colombia : experiencias de mercadeo que promuevan la fidelización y el valor de marca(Universidad EAFIT, 2020) Londoño López, Daniel; Hernández Toro, Juan Pablo; Uribe Ochoa, Beatriz Amparo; Saldarriaga Sierra, Adriana MarcelaThis research work had as a general objective to propose, for Olympic sports organizations in Colombia, marketing experiences that promote brand loyalty and value. The research approach was qualitative, exploratory-descriptive, with in-depth interviews as a data collection instrument applied to a population made up of ten sports leaders. The results evidenced the flaws between the duty to be business and the authoritarian or “presidentialist” management given to Olympic sports organizations, in which their legal representative has multipurpose functions, not very strategic and effective. Likewise, the little use and relevance of marketing in the organizational strategy was evidenced, which implies that a great opportunity to boost the economy of these entities and the country is lost. Thus, it is concluded that it is necessary to propel marketing strategies that are experiential and, therefore, generate brand value, subsequent positioning and customer loyalty.Ítem El personal branding en los profesionales de ciencias económicas : de la academia a la vida real(Universidad EAFIT, 2021) Velásquez Arana, Juan Manuel; Villegas Castaño, Guillermo LeónThe concept of brand has been widely studied in academy as a subject of study in order to address elements of marketing such as the positioning of companies, institutions or public figures. However, the field of Personal Branding or personal brand is yet to be developed in many areas, contexts and specific professions. This work aims to analyze the influence of Personal Branding in the marketing of economics professionals in the city of Pereira, Risaralda, Colombia, a field that has had a slow opening to the concept, development and application of the personal brand.Ítem Plan de mercadeo Atalú(Universidad EAFIT, 2022) De la Hoz Vecchio, María Elena; Guzmán Garzón, Catalina CeciliaConsidering the great challenges that the decrease in the economy has represented due to the Covid-19 pandemic, besides conditions and barriers that small and medium-sized companies present to achieve a successful economic reactivation, it is necessary to study strategically the marketing components that contribute towards sustainability and growth of an SME in the framework of a Colombian economy pressured by inflation in 2022. Therefore, this paper presents a proposal for a marketing plan for Atalú Alimentos Saludables. S.A.S., an organization with six years in the sugar-free bakery market in the city of Barranquilla, Colombia. The proposal is a strategic marketing roadmap according to global trends and the local context, which allows the construction of value relationships with its current consumers and a new segment to which the organization wants to direct its value proposal. The plan includes a business diagnostic, strategies that allow strong brand positioning, proposal of marketing tactics, budget, indicators, contingencies plan and proposal for further research.Ítem Plan de posicionamiento de marca para BOREAL(Universidad EAFIT, 2020) Botero Góez, Verónica; Villegas Gómez, JulianaEvery day, the competition in the Colombian market, is growing, making the brand positioning a harder challenge, but if a right study to know what the target of the brand BOREAL wants to consume on social media, it will be easier to create a branding plan in which the communication will be way more effective, showcasing the best qualities of the brand and not only creating a great top of mind, but also a remarkable top of heart. To achieve this, an exploratory study with a qualitative focus has been made, in which for starters, a review of the literature has been made studying what some of the most remarkable marketing gurus had said in the past such as Aaker, Al Ries and Godin. Following this, eight interviews were made to know what the customers and followers of BOREAL are looking for in the content they consume on social media and also what they look for in a brand in general and finally, a case study of two brands with a national and global focus that have positioned their brand effectively and have created a great community in their social media platform. The results obtained from the study, were to fulfill the following goals: (A) know what the behavior patterns are for the target in social media, (B) identify the benchmark and strategies to reply and finally (C) evaluate the trends in communication and social media marketing. The goals set in this study, allowed the following results to be found: the frequency in which the brand need to post in social media to stay relevant and not saturate with unwanted publications, the content that need to be created in order to accompany the products and create a deeper connection with the follower, and finally, if the brand need to use strategies such as influencer marketing to reach a wider audience or if it needs to look for a more organic approach.Ítem Plan estratégico de mercadeo diseñado para la empresa Darrow(Universidad EAFIT, 2022) Calle Restrepo, Vanessa; Zuñiga Raigoza, Jaime Alberto