Examinando por Materia "Valor de marca"

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    Ítem
    Creación de una estrategia de extensión de línea como apalancamiento estratégico de la marca El Castillo
    (Universidad EAFIT, 2024) Urrea Parra, María Alejandra; Uribe de Correa, Beatriz Amparo; Londoño Vélez, Natalia
    In 2019, El Castillo brand was created by Distribuidoras Imperial and El Castillo; it is currently known in the antioquian market for the commercialization of food products, toiletries and personal care products. To enhance the growth of the brand and consolidate its position in the market, an extension of the line of grains is intended, incorporating beans and lentils, through a strategic leverage; this, in favor of the constant growth in the market and its future projection. With this in mind, the aim was to build a line extension leverage strategy to boost Distribuidora Imperial's growth and increase its market share in the grain market; to achieve this objective, a mixed methodology was established through which a complete overview of production, consumption and related trends was obtained, and which also provided relevant information from the consumers of the brand and the products of interest. With the information obtained, a value proposition was defined to respond to consumer needs and expectations, and a general strategy was established for the distribution of the new product. This analysis has suggested a suitable environment to carry out the line extension in response to the current demand for the products and the image that consumers have of the brand, since they highlight that, due to its added value, the current proposal is feasible.
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    Ítem
    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 Marcela
    This 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.