Estrategias de marketing para el posicionamiento de marca del salón de belleza Imagen & color , barrio el Carmen en Bogotá D.C

Abstract

This proyect has the purpose of studyng the current Brand positioning of the beauty shop Imagen & Color, due to its law of demand, recognition and economic deficit, it is decide to carry out in order to determine the flaws in the bussines model and thus be able to porpose improvements through a marketing plan. The objective of the investigation is determinate the appropriate strategies to be able to generate brand positioning and recall by customers and the potential market in the city of Bogotá, locality of Tunjuelito, neighborhhod the Carmen. The methodology implemented has a mixted approach of an exploratory nature, conformed by qualitative techniques like field journals and interviews in order to know the bussines model, and quantitative, including surveys to determinate profile, the frequency of purchase and the appropriate strategies for the marketing plan; also, primary and secondary resources will be taken into account for its development. Likewise whit the result reflected from the instruments mentioned, a diagnostic is generated that leads to the elaboration of the marketing plan for the brand positioning, ingluding multiple strategies for being applied by the owner Nancy Guataquira in day to day and this way get more profitability.