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Estrategia de redes sociales para Gold's Animals: Impulsando el servicio de baño y peluqueria
Contreras-Marín, Sergio; Giovanny-Mojica, Michael; Sierra-González, Angie Katherine; Wilches, Milton
This project aims to design and execute a comprehensive social media strategy to strengthen the "Gold's Animals" brand and improve visibility and engagement around its dog grooming and grooming service. The problem statement focuses on the brand's low digital presence and the lack of reservations generated from social networks, which justifies the implementation of a strategy that aims to capture the public's attention and increase conversion. The methodology consisted of developing unique content from scratch on Instagram and TikTok, monitoring performance through key metrics and insights (observational) research. The growth of followers, the interaction in the publications and the willingness of users to participate in the dynamics were measured. Applied research made it possible to evaluate the impact of the content and collect suggestions for improvement.
Análisis del impacto del Merchandising Visual de la marca KOAJ en el proceso de decisión de compra de los consumidores
Rodríguez Mendoza, Laura Valentina; López Sánchez, Laura Valentina; Saldaña Nova, Joan Sebastian; Buitrago Reyes, Richard Orlando
The research titled "Analysis of the Impact of KOAJ Brand Visual Merchandising on Consumer Purchase Decision-Making" focuses on how the visual presentation of products influences the purchase decisions of KOAJ brand consumers in Bogotá D.C. The study poses the research question: How does KOAJ brand Visual Merchandising influence consumer purchase decision-making? Using a mixed-method approach (quantitative and qualitative), surveys were conducted via Google Forms with consumers aged 18 to 35, KOAJ’s main demographic segment. The theoretical framework is based on authors and successful case studies of recognized brands, highlighting the importance of Visual Merchandising in attracting and retaining customers in the fashion sector. The results indicate that 71% of respondents consider that Visual Merchandising significantly influences their purchase decision. This underscores the crucial role that the strategic presentation of products plays in the consumer shopping experience. Through a detailed analysis of the collected data, specific recommendations were identified to optimize KOAJ's Visual Merchandising strategies, aiming to enhance emotional connection with customers and increase sales. The conclusions suggest that a creative and well-designed product presentation can strengthen customer satisfaction and loyalty towards the brand, providing a useful reference framework for other brands in the fashion industry.
Evolución y comportamiento de los medios de pago en Colombia durante el periodo comprendido entre 2016 y 2022
Gallego-Quintero, Jorge Orlango; Calderón-Malagón, Paula Camila; Mercado-Mejia, Menis
In the following report there is an analysis of how payment methods behaved in the Colombian ecosystem in the period between 2016 and 2022.
Sostenibilidad y experiencia gastronómica: un estudio de los consumidores en la zona G de Bogotá
Castañeda González, Yanny Kadeidy; Hennessey Hernández, Karen Mayerli; Carrillo Urueña, Laura Carolina; Villamil Vanegas, Raul Andres
Sustainable gastronomy is a growing trend that arises from the need to address the environmental and social challenges facing the contemporary world. This research project focuses on consumers’ perception of sustainability in their gastronomic experience in Bogotá’s Zona G, with the aim of understanding consumers’ attitudes, opinions, preferences and habits in relation to sustainable gastronomy. For this, it was necessary to employ a qualitative, exploratory, non-experimental, qualitative research methodology. Through the review of literature from secondary sources and structured surveys, it was possible to place the research in the current academic context, in order to understand the results obtained and the reasons for the behaviour of the gastronomic consumer in zone G of Bogotá. In addition, to know the perceptions that influence the choice of sustainable gastronomic experiences. Under the convenience sampling technique, the sample was selected, which allowed the survey to be applied to a variety of key participants within the sector, contributing to the quality of the sample obtained. The findings obtained from 54 surveys provide valuable information for the sector and the actors involved, contributing to the advancement of knowledge on gastronomic sustainability and the perceptions, attitudes and values that influence consumer behaviour in the choice of sustainable gastronomic experiences.
Plan de mejora para la estrategia de social media de Infonet Enterprise de Vera Publicidad para 2024
Gil-Ramírez, Llenly Natalia; Sandoval-Vargas, Pablo Andrés
This project was developed in order to create a new and improved social media strategy for the company Infonet Enterprise, who is a client of the advertising agency Vera Publicidad. For its development, an improvement plan was created in which we sought to identify and highlight the differentiating aspects of the company. In order to develop relevant content on cybersecurity and technology issues. This action plan consists of the design of a comprehensive digital marketing strategy, in which the company's experience will be highlighted, a content calendar will be created detailing the content generated for each week, creation of a brand manual, marketing brief, and new graphic line. For the above, a specific competition research was conducted, in which three different brands in the cybersecurity and technology sector were analyzed. At the end of this study, we highlighted implementation, conclusions and recommendations of the elements that would be implemented throughout the development of the project for Infonet Enterprise. Regarding the strategy implemented, Instagram, Facebook, LinkedIn and TikTok were selected as key platforms, the aim was to intensify brand communication guided towards the focus of providing professional services of the company, giving as a product excellent results in terms of visualization, interaction, unique visitors and new followers, especially in the social networks Tik Tok and LinkedIn.
Estrategias de marketing para incrementar la demanda de clientes en el barrio Santa Catalina de Bogotá con la panela producida en la Finca el Paraíso
Farfan-Guerrero, Diego Yonatan; Vásquez-Bernal, Jairo Alberto
This monograph addresses the challenge of increasing the demand for panela produced at Finca El Paraíso, through marketing strategies adapted to the local context of Barrio Santa Catalina in Bogotá. It presents in a concise manner the specific and relevant content of the thesis, highlighting the identified problem, the research methodology, the results, conclusions, and main proposals. The identified problem was the limited visibility and positioning of panela in the local market. The research included a comprehensive review of panela production and marketing, as well as an analysis of the socio-cultural and economic dynamics in Santa Catalina. The study resulted in innovative marketing strategies aimed at revitalizing the position of panela, promoting its consumption, and strengthening connections between producers and consumers. The conclusions highlight the potential economic and social benefits for both Finca El Paraíso and the Santa Catalina community.
Tedencias de consumo de maquillaje a una aproximacion de revision de liteteratura
Ordoñez Rodriguez, Yineth Paola; Mercado Mejia, Menis
This research focuses on analyzing makeup consumption trends in the cosmetics market in Colombia, with a special focus on the Millennial generation. The problem addressed is the need to deeply understand the preferences, perceptions and behaviors of this generation in relation to makeup, in a context marked by the constant growth of the cosmetics industry in the country. The overall goal is to conduct a review of academic literature between 2010 and 2023, providing a comprehensive understanding of the market dynamics and influences that guide Millennials' purchasing decisions. The methodology used is qualitative, using literature review as a research instrument. The overall results highlight emerging patterns in aesthetic preferences and factors that influence Millennials' purchasing decisions. There is a shift towards premium brands, the significant influence of YouTubers on purchasing decisions, and a growing preference for cosmetic products made with natural and sustainable ingredients. The conclusions highlight the importance of understanding these trends to adapt marketing strategies and take advantage of the opportunities in the Colombian cosmetics market. The cosmetics industry is recommended to consider these preferences in the development of products and commercial strategies, in addition to exploring innovative approaches in the digital sphere to reach the Millennial generation, which shows a growing preference for online shopping.
Generar propuesta de sistema de información de marketing (SIM) para el manejo interno de estrategias comerciales en la agencia Kennedy de la Cooperativa Financiera CONFIAR.
Aldana-Bautista, Angélica; Díaz-Díaz, Miguel Ángel
This document reports on the process of design, development and systematization of the implementation experience of the Marketing Information System (MIS) for the internal management of commercial strategies in the Kennedy agency of Cooperativa Financiera CONFIAR in the city of Bogota. During 10 years of work relationship with this financial entity, a constant has been the impossibility of having a detailed database provided by the marketing area, on a monthly basis, that allows to generate a work plan in which the strengths and weaknesses of the portfolios that this entity offers to the market can be identified. The commercial area does not have tools to obtain, classify and analyze information that would make it possible to know how clients reach the company; what their perceptions are of the financial products offered by the entity or that would show the relationship of savers and beneficiaries with the entity. It is considered fundamental, then, to establish an information system that will allow the cooperative to be more competitive in the market, identifying which product has the lowest or highest rotation, thus making it possible to carry out strategies that encourage greater product consumption and segmenting the market niche to be applied.
Revisión de literatura: cambios en los hábitos de consumo de alimentos en épocas de crisis a causa del covid-19
Montoya-Henao, David-Alexander; Mercado-mejia, Menis; Suarez-rache, José Julián
The following document aims to review the literature on the changes in the food consumption habits of young people, as a result of the social and economic crisis caused by the Covid-19 pandemic. with a mixed approach and through a systematic literature review using keywords such as Covid-19, consumption habits, pandemic, young people, and social crisis. It was possible to conclude that the Covid-19 pandemic has influenced and caused worldwide changes in food consumption habits not only in the youth population but also in the rest of the population. In addition, the pandemic theme has been predominant in the different studies consulted that were published during the last 5 years, related to food consumption habits in times of crisis, which shows that Covid-19 had social and economic implications beyond the health issue.
La influencia que tienen las acciones de Marketing Sensorial en la categoría de Café en el punto de venta del supermercado Colsubsidio de Calle 26 en Bogotá
Pinzón-Marles, Jessica Andrea; Becerra-Haya, Oscar Ricardo
Sensory marketing, originated in the 1950s through visual strategies and advertising messages, has evolved over time, integrating the five senses to create attractive environments at points of sale, prolong dwell time and improve the customer experience. consumer. With the evolution of the market and new generations, it has become essential to go beyond quality and price, adding emotional value to the purchasing experience. Moments of truth at the point of sale are fleeting, driving the need for sensory marketing strategies that act directly in the short time a customer spends in the establishment. These strategies include the stimulation of the senses to bring the consumer closer to a specific brand or product. In this context, this research study focuses on identifying sensory marketing actions and their impact on buyers who visit the coffee section in the Colsubsidio supermarket on Calle 26 in Bogotá, seeking to analyze and propose new strategies to satisfy the needs of today's consumer and improve their purchasing experiences, thus strengthening the connection between the brand, the product and the consumer in a specific environment.
Plan de marketing digital para el área de Educación Continua de la Universitaria Agustiniana
Pineda-Valenzuela, Luisa Fernanda; Barreto-Hernández, José Vicente
This study focuses on the creation and implementation of the digital marketing plan for the Continuing Education area of the Universitaria Agustiniana, with the main objective of improving its visibility and recognition in online communication channels. The process is divided into three equally crucial phases: diagnosis of the current situation, design of the marketing strategy and establishment of the action plan. Initially, an exhaustive analysis of the current situation of the organization in comparison with similar institutions in the educational market was carried out, identifying a competitive advantage directly related to the reputation and recognition of the university in the Higher Education sector in Colombia. . Based on these findings, along with internal factors, a digital marketing strategy was designed focused on strengthening areas of improvement, accompanied by an action plan with measurement indicators to evaluate the success of the strategies. The results showed a significant increase in the visibility of the area in various online communication channels, achieving constant and positive growth, satisfactorily meeting the objectives established in this work. Initially, an analysis of the current diagnosis of the organization against the market was carried out, mainly of institutes with the same or similar area, where a competitive advantage was identified directly related to the reputation and recognition of the university in the Higher Education sector in Colombia. Based on this, in addition to the distinction of internal factors, a digital marketing strategy specialized in strengthening the points to be improved was designed, and in the same way, an action plan and control of the strategies that evaluate the measurement indicators was proposed. Which, the end of this work was satisfactorily fulfilled, significantly improving the visibility of the area in the different online communication channels, demonstrating a positive and constant growth.
Implementación de un plan de social media para gesproquiro
Mesa-Matamoros, Juddy Alexandra; Mora-Pinzón, Rafael Mora
The present work is focused on the use of a social media plan for Gesproquiro, an intermediary company between cosmetic surgeon - insurer and patient - cosmetic surgeon. To mitigate accident reports and access coverage to perform aesthetic procedures, validating the professional information of the doctor and the patient's clinical history; managing to minimize the risk of the interested parties. A strategy based on horizontal social networks will be applied to patients with the aim of publicizing the services in a more direct way and for doctors a tactic based on vertical social networks will be applied to have a specific tool for our specialists. With the implementation of the social media plan, horizontal social networks will initially be developed as a more effective means of communication, giving a stimulus through striking content for the public, managing to generate interaction with the user or client, thus producing brand recognition. , potential customer attraction and loyalty.
Diseño de estrategias para el análisis del impacto de la marca Gallo Rosa en el cliente actual de la empresa AEI Arquitectura e Interiores S.A.S
González-Guzmán, Paola Andrea; Neira-Guevara, Jairo
The main objective of this work is to present the marketing strategies focused on the impact of the Gallo Rosa brand on the current clients of the company AEI SPACES, a company recognized in the market for the design and construction of spaces. It is posed as a problem question, What type of strategies should be implemented in the Gallo Rosa brand of the company AEI Arquitectura e Interiores S.A.S to know the impact it causes on its current client? This question seeks to make a preliminary diagnosis of the brand in where you can identify the variables that allow you to know what types of strategies should be designed in order to know the perception of the current customer and their satisfaction with the brand in order to achieve market positioning. The problem is based on making the most recognized brand in the market, in front of that, evaluation instruments will be implemented which allow to see the effectiveness of the proposed strategies and thus be able to give a before and after, the research method to be used will be qualitative. concluding with the results that the implementation of the strategies gives us.
Propuesta de una estrategia de marketing digital para el crecimiento de la marca Vera Publicidad en Bogotá
Gallo-Lizarazo, Einat Nayeli; Becerra-Haya, Oscar Ricardo
The main objective of this paper is to propose a digital marketing strategy that supports the growth of the Vera Publicidad brand in Bogotá, taking into account the company's need to expand and obtain new clients using digital platforms as a means. To determine the best strategy, a literary review was carried out in which various authors highlighted the importance of this type of marketing actions in digital media given the current circumstances and great business competitiveness that also includes small and medium-sized companies. In order to determine the company's situation, an internal and sector diagnosis was carried out, which demonstrated the need to strengthen the company's presence on the web and promote its services in these media. Based on the analysis and research carried out, it is offered that an inbound marketing strategy based on HubSpot’s Flywheel method can support the objective of expanding the company and promoting its services. Next, a step-by-step description of the proposal was described with various digital tools that could be implemented by the organization, along with a possible schedule of activities, budget, and measurement indicators.
Creación de estrategia de Social Media para posicionar la Marca “alcarrito.com” como Marketplace en Colombia
Roncancio-Londoño, María Fernanda; Román-Moreno, Evelyn Tatiana; Gil-Chajin, Evelyn; Larrarte, Patricia
This document records the development of an application-type research with a mixed approach, whose objective includes the creation of a social media strategy for the alcarrito.com brand, since it is a Marketplace, which seeks to expand its reach to a new group of consumers. and for which the group of researchers used the scientific method in search of the creation of strategies and corresponding tactical plan that allows optimizing the use of social networks such as Facebook and Instagram, being these channels for the creation of a community of users., dissemination of strategies, communication channel and brand positioning. To do this, it starts from the identification of the brand's own needs using the tools of strategic business analysis, followed by an analysis of the competition, which leads to the proposal of viable and competitive strategies that allow the objectives proposed by the company to be achieved. the store alcarrito.com
Estrategias para mejorar el posicionamiento de la Cooperativa Coolever para aumentar la cantidad de afiliaciones en las empresas convenio actuales
Rincón-Moreno, Laura Camila; Astudillo, Diego
The Coolever Savings and Credit Cooperative is a solidarity economy organization that provides savings and credit services. It is open to the public which means that any natural or legal person can join unless they have a report in risk centers. It has agreements with large companies such as: Unilever, Adidas, MQA, Diversey, among others. It has a nationwide presence. Its main office is located in the city of Bogotá - Colombia. An internal and external analysis of the organization is carried by using the SWOT matrix, Pestel and diagnosis of the organization. As a result of the analysis of these tools, a mixed methodology is used, gathering information from the organization, reports through interns and interviews with experts and associates of the Cooperative. According to the result of this diagnosis, strategies were implemented and will be implemented to continue increasing the number of affiliations and position the cooperative in the agreement companies. In the month of September 2021 and October 2021, the corporation will be increasing the number of affiliations. This is to cooperate with the strategies previously established. With this improvement plan, it is expected to continue increasing the number of associates and position the cooperative, generating growth and recognition of it. Key Words: Cooperatives, membership growth, positioning, solidarity economy, agreements. according to established strategies. With this improvement plan it is expected to continue increasing the number of associates and position the cooperative, generating growth and recognition of it. Key Words: Cooperatives, membership growth, positioning, solidarity economy, agreements. according to established strategies. With this improvement plan it is expected to continue increasing the number of associates and position the cooperative, generating growth and recognition of it.
Plan estratégico del área comercial de Mercados el Ganador
Castro-Lara, Ingrid Paola; Diaz-Diaz, Miguel Angel
This degree work focuses on highlighting the importance of marketing as a key element in the formulation of business growth and development strategies. In a highly competitive and constantly changing business environment, marketing emerges as an essential component for the survival and success of organizations. The application of various marketing matrices to a company is explored in detail, providing a detailed assessment that acts as an x-ray of the current situation, identifying critical areas that require strategic focus. This allows companies to detect growth opportunities and challenges that require specific plans. Through the analysis of examples of successful companies that have used marketing strategies, as well as the discussion of current trends in the field, the relevance of marketing as a driver of business development and growth is highlighted.
Planteamiento estratégico de un ecosistema de e-commerce para la empresa Kodo Trade & Commerce
Cruz-Aldana, Juanita; Acevedo, Christian
This work consists of an internship report developed in the company Kodo Trade & Commerce. This organization is dedicated to the marketing of promotional and advertising material, and its sales have been significantly affected by the current economic environment resulting from the Covid-19 health crisis. economic environment resulting from the Covid-19 health crisis. In this context, e-commerce has been a channel that has shown outstanding growth, and constitutes a potential business model in which the company can enter. in which the company can venture, in order to overcome its current situation and project itself into the future. Based on this, the general objective of this work is to formulate a strategic approach for the potential the potential implementation of an e-commerce ecosystem for the company Kodo Trade & Commerce. As a theoretical basis, the concepts of e-commerce were used, organizational strategic diagnosis, Canvas method for the development of business models, and Key Performance Indicators KPI. Regarding the methodology, this work assumes a positivist-deductive approach. a positivist-deductive, cross-sectional approach. The company facilitated the consultation of primary sources sources, such as employee testimonials and financial and commercial reports from its archives. The PESTEL, SWOT and Canvas methodologies were applied, among other resources. resources. As a result, it was found in the diagnostic phase that the macro-environment does not show favorable conditions, especially in economic terms. Sales have been affected, sales have been affected, have behaved in an atypical way and there is evidence of a significant dependence on a specific majority client. The analysis carried out allows us to recommend the development of a strategy consisting in the opening of an online store. The analysis carried out allows us to recommend the development of a strategy consisting in the opening of a virtual store and a possible reduction in the client portfolio. As an action plan, an e-commerce business model aimed at the end customer is proposed, and the inherent measurement indicators are proposed. the measurement indicators inherent to a virtual store are proposed. To conclude, the importance of taking into account fortuitous importance of taking into account fortuitous situations such as the pandemic and it is suggested to turn efforts towards digital businesses. efforts towards digital businesses.
Marketing Sensorial: Influencia de la vista y el olfato en el comportamiento de compra de los clientes de panaderías tradicionales de la zona Ciudad Kennedy Central de la ciudad de Bogotá
Quintana-Castro, Lida Constanza; Suárez-Rache, José Julián
This degree work has been carried out in order to implement and take advantage of strategies and benefits provided by the senses with sensory elements, in this way, administrators of traditional neighborhood bakeries must acquire knowledge or be instructed to implement these strategies; through the study of people's buying behavior when they perceive some visual and aromatic stimulus in bakeries. The general objective is to analyze the elements that influence the senses of sight and smell on the buying behavior in traditional bakeries, also, to contribute knowledge about the implementation of these techniques that manage to generate memories, emotions and images that stimulate consumers. awakening the desire to buy. The research methodology used is qualitative, since it is intended to understand the elements that influence sensory marketing, from the perspective of bakery customers in relation to their environment, investigating their points of view. Likewise, the scope is exploratory, since sensory marketing is little studied and there are vague ideas on the subject, the subject is examined with a theoretical perspective, review of articles, literatures, guides, other documents related to the subject of study and of Similarly, exploring the perspectives of the participants in this research. It works with observations where it is possible to take information on the fundamental elements for the process; photographic records, since it allows the support of observation; and interviews, since it allows collecting and analyzing various elements of the person's opinion, feelings and perceptions, for this reason, it is useful as an exploratory instrument and identifies aspects of interest. To conclude, visual marketing is still the primary strategy for implementation in establishments, however, another sense is required to complement its techniques. Regarding olfactory marketing, it is the sense that helps to incorporate a memory associated with the specific experience; Although its implementation is still a strategy with many benefits, it can turn out to be unfavorable if it is not adapted correctly. Despite all the above, olfactory marketing contains gaps and is a littlestudied technique, since smell is a sensitive sense and when exposed to an aroma for a certain time, olfactory perception disappears, since the molecules adapt, and if there are other aromas around, you cannot differentiate one from the other, due to the saturation of odors.
Plan de comunicación para el posicionamiento en redes sociales de la comunidad Hermanas Misioneras de Cristo Maestro
Botía-Malaver, Andrés Felipe; Paredes-Camargo, Valentina; Peña Alba, Leidy Tatiana; Suarez-Rache, José Julián
The Hermanas Misioneras de Cristo Maestro community is a non-profit organization that provides support to children, youth and mothers who live in poverty. provides support to children, young people and mothers who are heads of households in multidimensional poverty multidimensional poverty, offering a comprehensive support plan (education, psychology, nutrition and evangelization). evangelization). The objective of this work is to develop a communication plan that will the community in social networks. An internal and external diagnosis was carried out with matrices such as SWOT (Strengths, Weaknesses, Opportunities, Opportunities, Strengths and Threats), PESTAL (Political, Economic, Social, Technological, Environmental and Legal) and MPC (Competitive Profile Matrix). these analyses included the creation of structured questionnaires to determine the current situation, which allowed us to the current situation, which allowed us to learn about the community's behavior and relate it to the matrices. the matrices. The type of sampling carried out was non-probabilistic by convenience, since the sample of the population was limited due to the sample of the population was limited by the availability of information. According to the needs of the community the needs of the community and the results of the analysis, the communication plan included the following points: benchmarking, inbound strategies, message creation, development of procedure manuals, publications schedule procedure manuals, publication schedule, action plan for the media. These strategies and tactics were applied in the community's social networks in the 2020 semester. II. The communication plan remains as a precedent for future research conducted by colleagues in their final semesters. by colleagues in their last semesters of study; through the standardization of procedures, it can be complemented with new can be complemented with new marketing actions that are applicable to this kind of organizations. organizations

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