Estrategia de marketing para el lanzamiento de la marca Home's Donuts & Coffee localizada en Yopal Casanare para la ciudad de Bogotá D.C.

Abstract

Home's Donuts & Coffee, found it necessary to create a marketing plan for its launch in the city of Bogotá. With this, a diagnosis of the market sector was taken into account, to determine the benchmarking, know the segmentation and obtain a comparison of products in the city selected as a reference point, also, advertising strategies and action plans were defined to be implemented. to know, in the same way, marketing objectives were developed to facilitate a second sales point for the establishment and finally, plans were implemented to guarantee its positioning and determine its viability and feasibility in the Colombian capital. To carry out this work, the creation of a state of the art was taken into account, this being an investigative process, which allowed the analysis of different contexts and studies, and in this way contextualize the information provided, based on different authors who were seen exposed during the course of the reference framework; so that, as main themes, we found: artisanal donuts, artisanal foods and artisanal pastries, which provided an important contribution to the creation and weight of this research project.

The methodology used to prepare this research project focused on executing a series of techniques and procedures that would provide a solution to the present problem that Home's Donuts & Coffee is currently facing. For this purpose, a descriptive research with a quantitative approach was carried out, for through data collection and statistical analysis that allowed obtaining the necessary results to determine the feasibility mentioned in the problem statement.

Finally, results were obtained through a quantitative survey, to determine the feasibility and diversification for the launch of the Home's Donuts & Coffee brand in the city of Bogotá, which allowed us to know the different opinions, thoughts and ideologies of the people surveyed. Likewise, a marketing strategy was implemented in order to generate brand recognition, seeking to enter the market as a differentiating product from other brands. Likewise, it is worth mentioning that the results obtained that were applied were favorable and acceptable in the city of Bogotá. Finally, some recommendations were taken into account, to return to the proposed elements and follow up on those references that were exposed, and in this way detect the shortcomings that were found during the implementation of the project.