Maestría en Mercadeo (tesis)
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Ítem Plan de mercadeo Fuego Alto cocina relacional(Universidad EAFIT, 2024) Botero Giraldo, Juan David; Congolino Solarte, Laura Alejandra; Henríquez Díaz, Ángela MaríaThis marketing plan was developed for the family-owned company Fuego Alto, located in the city of Envigado, Antioquia, Colombia. The company specializes in corporate events with catering services and culinary workshops. The objective of this study is to strengthen the positioning of the culinary workshops within the company’s service portfolio so that they represent a greater percentage of total revenue within one year. The methodology employed in this plan was varied, combining quantitative research through customer surveys and qualitative research through in-depth interviews and event observation. From these methods, valuable insights were identified regarding areas requiring reinforcement to enhance the visibility of the workshops. Based on these findings, various strategies were proposed, encompassing different channels for the short and medium term, enabling the company to begin applying them and achieve the stated objective.Ítem Plan de mercadeo para Salud Natural (Senze)(Universidad EAFIT, 2024) Franco Chaves, John Jairo; Ríos Valencia, Sabdra Lisett; Ríos Molina, CarolinaÍtem Baby boomers hombres de la ciudad de Medellín y sus motivaciones de compra de ropa online(Universidad EAFIT, 2024) Jaramillo Arias, Catalina; Moreno Álvarez, Mateo; Mejía Gil, María Claudia; Sepúlveda Cardona, Edwin AndrésBaby boomers refer to all people born between 1946 and 1964, which means that they did not grow up with the Internet and had to adapt to changes during their development and even their professional life. The vast majority had to start including digital media in their lives to feel current and to be able to fit into today's world and, that is why, they still have mistrust and discomfort when it comes to completing transactions through online stores. In this research, we will identify the motivators and inhibitors, through in-depth interviews, that male baby boomers from strata 5 and 6 in the city of Medellín have when buying clothes through digital channels, to find out how their experience could be improved and their participation in purchasing in this sales channel increased. This was achieved through qualitative research through guided interviews and a survey of people who were part of the research segment. Where it was found that their greatest motivation is not having to leave the house to make their purchases and the greatest inhibitor is that the products received are not their size and do not fit them well. In addition, although men of this generation are willing to make online transactions, buying clothes is not their priority.Ítem Usos de la inteligencia artificial generativa para la optimización de la experiencia del cliente a la hora de realizar compras vía e-commerce(Universidad EAFIT, 2024) Gómez Giraldo, Andrés Mauricio; Sepúlveda Cardona, Edwin AndrésMost interaction processes were mediated by technology, which made technology culture take a relevant and essential position in defining its capacity for evolution and development. Cognitive processes, such as problem-solving, memory, creativity, and idea development, which were attributed to humans, were also skills that computing systems and algorithms could include, achieving automation and the creation of chatbots, virtual assistants, and recommendation mechanisms. Artificial Intelligence (AI), the science responsible for studying the artificial reproduction of human mind capabilities, impacted all aspects of an individual's daily life. In the field of Marketing, AI transformed brand communication processes and marketing tasks, generating changes in business models, increasing sales, conducting market studies and analyses, understanding consumers and their behavior, and improving the customer experience. This research aimed to identify the uses of Generative Artificial Intelligence (GAI) that contributed to optimizing customer experiences when making a purchase via e-commerce, through qualitative research with in-depth interviews with professionals with extensive knowledge of GAI and administrators of e-commerce portals.Ítem Motivadores de compra de los segmentos de clientes de la marca Savvy(Universidad EAFIT, 2024) Zambrano Pacheco, Liliana María; Mejía Gil, María Claudia; Sepúlveda Cardona, Edwin AndrésThis research aims to explore the authenticity of purchase motivators within the current customer segmentation of the Savvy brand. The segments identified by the brand, categorized as enthusiasts, seekers, and urgent buyers, reflect groups with diverse challenges and different motivations that drive them to choose Savvy as their preferred option for nutritional products. To address this issue, the research focused on identifying the psychographic aspects of Savvy's current customers, analyzing the primary drivers influencing their purchasing decisions, and examining the influence of social impact and dietary habits on consumption decisions as well as the perceived well-being of these customers. The methodological approach included reviewing and evaluating relevant academic sources to establish a conceptual theoretical framework for purchase motivators. Subsequently, a qualitative study was conducted through surveys directed at customers, using a questionnaire designed to cover the categories defined by the research objectives. Finally, the collected information was analyzed. The findings of this study revealed that for Savvy's product consumers, there are key motivators identified through questions focused on purchasing habits related to health and wellness products. These insights allow for a deeper understanding of the brand's different segments and provide a solid foundation for future marketing strategies aimed at optimizing customer segmentation and communication efforts.Ítem Diseño de un modelo de negocio metamediario para el sector ferretero y sus actores asociados en Bogotá(Universidad EAFIT, 2024) Triana Clavijo, Wilmar Eduardo; Amador Poveda, María Ximena; Acevedo Mejía, Erika Cristina; Jiménez Bustamante. SebastiánÍtem 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 Análisis de variables de mercadeo que complementan la medición del retorno de las inversiones en espacios y publicidad física para puntos de venta(Universidad EAFIT, 2024) Calad Posada, Alejandro; Muñoz Molina,Yaromir; Saldarriaga Romero, Víctor JaimeCompanies make marketing investments in spaces and physical advertising at points of sale to give visibility to their products and communicate messages that encourage customers to make a purchase decision. Currently, the evaluation of the results of these investments is done using the return on investment (ROI) indicator. This indicator overlooks other aspects that cannot be measured solely through sales, such as those derived from visibility and message communication at the point of sale. This study aims to identify variables that allow measuring aspects complementary to the financial ROI indicator when evaluating a marketing investment within a beauty and personal care company in Colombia, through a review of both primary and secondary sources. As a secondary source, the existing literature provides measurement tools complementary to ROI used by other companies and in other studies, which is validated with primary sources through interviews with internal company staff and external personnel and analyzed with the application of surveys to customers in the beauty and personal care sector in Colombia to determine the performance of the variables against the company's objectives for the channel. The main results identify six marketing variables (awareness, brand knowledge, notoriety, top of mind, browsing intention, and transactional intention) that complement the measurement of the return on investments in spaces and physical advertising at points of sale, which can be useful both for the company under study and for other companies in the sector.Ítem Plan de mercadeo para la empresa Wolkvox con enfoque en México(Universidad EAFIT, 2024) Escandón Álvarez, Adriana Carolina; Echeverri Echeverri, Jhony Alfredo; Tamayo Bustamante, Jairo AlejandroÍtem Definición de propuesta de valor para una PropTech para el análisis de riesgo en arriendo de vivienda en el Valle de Aburrá(Universidad EAFIT, 2024) Nicholls Molina, Santiago; Echeverry Gómez, SimónThe thesis defines a value proposition for a new PropTech focused on risk analysis in residential leasing in the Valle de Aburrá, Colombia. The research addresses high informality, lack of adequate legal protections, and scarcity of reliable tenant data, hindering market efficiency and security. Through interviews and surveys with landlords and tenants, the value proposition was designed using Osterwalder's Value Proposition Canvas. The concept of Self-Realty was identified, highlighting landlords' preference for greater control and autonomy, suggesting the creation of "PropioTech," a self-management platform. This proposal aims to improve market formalization and efficiency, promoting a sustainable and replicable business model.Ítem Plan de mercadeo para la joyería Cornavin(Universidad EAFIT, 2024) Gómez Bedoya, Isabela; Londoño Zapata, Sara; Valencia Herrera, Elizabeth CristinaA marketing plan is carried out designed for Cornavin Jewelry, an SME that is dedicated to the manufacture and sale of 18 karat gold jewelry. This plan focuses on creating customer loyalty strategies through relationship marketing and electronic commerce. The importance of this plan lies in its ability to address the challenges faced by jewelry SMEs in a competitive, constantly changing market. Using relationship marketing and e-commerce, as strategic tools, can help this company establish and maintain strong relationships with its customers, which, in turn, can contribute to its long-term growth and success. This plan seeks to provide the jewelry store with the information, strategies and tools necessary to face the challenges of the Colombian market and stand out in an increasingly competitive business environment.Ítem La experiencia de usuario de Idiomas EAFIT : percepción de los estudiantes e impacto en su permanencia / deserción(Universidad EAFIT, 2024) Álvarez Arango, Carolina; Rojas de Francisco, Laura Isabel; Bejarano Botero, Luis MauricioÍtem El papel de los medios tradicionales colombianos en las estrategias ATL de las marcas, con un enfoque en el rol de los medios impresos(Universidad EAFIT, 2024) Jaramillo Ángel, David; Sepúlveda Cardona, Edwin AndrésÍtem Plan de mercadeo para la empresa Tulip Cosmetics S.A.S(Universidad EAFIT, 2024) Aristizábal Buitrago , Alejandra; Echeverri Campuzano, Santiago; Roldán Yepes, RaquelÍtem Plan de emprendimiento con énfasis en mercadeo(Universidad EAFIT, 2024) Echeverria Blanco, Cynthia Alejandra; López Molano, María Elisa; Henríquez Díaz, Ángela María; Franco Ruiz, CamiloÍtem Influencia de la música y el branding sonoro en el comportamiento de compra del consumidor en entornos de retail : un estudio de caso en maxi oferta(Universidad EAFIT, 2024) Prieto Múnera, Mateo; Calderón Viana, John Albeiro; Sepúlveda Cano, Lina María; Peña Palacio, Juan AlejandroÍtem 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 CristinaÍtem Propuesta de un plan de mercadeo para la empresa Construvidrios S.A.S.(Universidad EAFIT, 2024) Asprilla Rivas, José Martín; Sanclemente Téllez, Juan CarlosÍtem Motivadores que se presentan al tomar la decisión de compra de un servicio para cuidado de mascotas(Universidad EAFIT, 2024) Bermúdez Sánchez, Magda Lorena; Acevedo Mejía, Erika Cristina; Rodríguez Eslava, Juan FelipeToday it is part of a cultural anthropology to have a pet in the conformation of households, whether it is included as part of the family or by decision of not having children, opening up possibilities of participation in a growing market. Therefore, the purpose of this exploratory research with a mixed approach will allow to know the motivations that are held around pets that characterize this segment of the population and establish a cause-effect relationship between Jobs to be done, archetypes with the collective unconscious and the actions that are performed to take services around their pets. With all the information gathered in this work, it was found that the motivations for having a pet are inclined towards emotional needs, as they have them out of love for them, they complement their lives and/or families; and for social needs by making, it possible to form communities or tribes. It is found that the activities that users do most with their pets are those of fun and satisfaction of basic needs; and users are profiled with behavioural patterns (archetypes) such as the carer, the ruler and the rebel. This venture may be possible as long as it focuses on providing services that cover all the needs of pet users.Ítem Estrategias de medición para conocer la rentabilidad de la inversión en experiencia(Universidad EAFIT, 2024) Peña Sepúlveda, Laura Catalina; Mejía Gil, María Claudia; Bejarano Botero, Luis Mauricio