Mercadeo

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

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Browsing Mercadeo by Author "Becerra-Haya, Oscar Ricardo"

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    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.
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    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.