Mercadeo

Permanent URI for this collectionhttp://172.16.0.136/handle/123456789/29

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Browsing Mercadeo by Author "Ávila Castañeda,Ángel Leonardo"

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    Diseño de estrategias de trade marketing para spaghetti Doria sabor butifarra en tienda directa de la ciudad de Barranquilla
    Murcia, Javier Mauricio; Patiño, Linna MariaCoronel; Tellez, Jhon AlejandroVerano; Ospina Estupiñan, Héctor Rodrigo
    Not doubts, the Colombian market is one of the most demanding in Latin America, buyers and consumers are increasingly looking for innovation in product and service offerings and where brands strategically develop products that conform these demands, this is why, Products Alimentarius Doria as a leader in the Pasta category, launched the new spaghetti Doria butifarra flavor to the barranquillero market, seeking to satisfy the demanding consumer needs through innovation and the implementation of strategies at regional level that allow to maintain its positioning in the market and differentiate itself from Competition. On this premise, we are looking for design and implement a serie of trade marketing activities which allow to obtain greater rotation of the product, to increase the sales and to reach the budget goal. The proposal was developed based on the behavior of sales of the product since the date of its launch in the Barranquilla city, the management of the channel and market share according to Nielsen, data that allowed to establish a 360 proposal according to the needs and Which will contribute to the achievement of the proposed objectives.
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    Estrategia de Trade Marketing para incrementar las ventas de Colanta en la categoría lácteos en almacenes Zapatoca ciudad de Bogotá
    Bermudez Gonzalez, Deisy Johanna; Cruz Guzman, Fredy Alexander; Hoyos Piamba, Blanca Liria; Ávila Castañeda,Ángel Leonardo
    Colanta is recognized as the leader brand at the milk market in Colombia as a result of innovation, trajectory and high quality standards. Colanta has a diversified portfolio of products and it is one of the enterprises with best technology in the country which means being able to answer an increasingly and demanding market. Seeking to maintain leadership it is suggested to implement Trade Marketing strategies with the porpouse of building up brand positioning and increase sales at Zapata’s supermarket chain. Based on the visits to the different stores it is detected the need to study the case of a milk known brand in Colombia in a supper markets chain stores which is growing in Bogota. Sampling was carried out at the Zapatoca s’points of sale, as a result of this research topics were found which can be studied to understand problems related. To low turnover in the category, low sales level, low coding, which means low financial returns not only for Colanta but also to Zapatoca. The research project is carried out at the milk category taking into account the leadership that the brand has in other channels in the city of Bogotá.
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    Propuesta de plan de marketing digital para la creación de la tienda virtual Tomorrow Happy
    Patino Escobar, Álvaro Edgar; Guevara Vargas, Danna Lizeth; López Vargas, Diego Fernando; Suárez Rache, José Julián
    In Colombia the market is one of the most demanding, since many consumers seek to meet their needs regarding innovative products and services, for this reason the online market has had a substantial growth, in order to save time for the consumer. Within the category of gifts and stuffed animals, we see that as time passes, a large percentage of supply and demand continues to occupy the market, what Tomorrow Happy wants to achieve is to implement differentiating strategies at the time of pre-sale, post- sale and finally the sale; looking to design and propose a solid marketing plan that allows the consumer to generate a series of emotions and desires when making the purchase. The marketing plan proposal will be developed taking as reference the competition and thoroughly analyzing the tastes of consumers, achieving compliance with the proposed objectives.