Examinando por Materia "Segmento joven"

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    Plan de mercadeo. Plantas y hierbas tropicales S.A.S. – La Teresita
    (Universidad EAFIT, 2025) Castro Castro, María Andrea; Padilla Bedoya, Ronal Stiven; Guzmán Garzón, Catalina Cecilia
    Colombia’s culture has long been deeply rooted in coffee consumption. However, the tea and infusions market has experienced growth since the COVID-19 pandemic, opening new opportunities for expansion in the coming years. This increase has been driven by shifting consumer preferences toward health and wellness trends. In this context, a marketing plan is proposed for a brand called La Teresita, an Antioquia-based company with more than 30 years of experience in the tea and infusions market. The objective is to strengthen its market position and build a strong connection with the young adult segment (men and women between 25 and 45 years old) in the country's main cities. The plan is based on strategic approaches focused on strengthening customer loyalty among the brand’s current clients, expanding market share to attract new consumers, and enhancing interaction and presence on social media.