Browsing by Author "Caviedes Caviedes, Sandra Patricia"

Now showing 1 - 3 of 3

Diseño de plan de marketing para la biocomercialización de orquídeas en Usaquén ubicada en la ciudad de Bogotá D.C.
Martínez Cardozo, Diana Marleny; Rincón García, Maritza Fernanda; Rojas Boada, Daniela; Caviedes Caviedes, Sandra Patricia
The purpose of this project is to generate marketing strategies for biocommercialize orchids, based on the analysis of a case study of the marketing processes used in the orchid cultivation of the San José farm in the municipality of Cachipay. The objective of the research is based on characterize the farm's crops, researching the existing marketing strategies for the biocommercialization of native flora and identify the profile of the buyers of the Usaquén locality in the city of Bogotá D.C. The methodology that will be implemented to develop the research will have a mixed approach of exploratory type in which qualitative variables that study the characteristics of the buyer and their lifestyle, as well as quantitative variables that include the type of buyer and the use they give to the product, will be evaluated. All this will be developed from the use of primary and secondary information sources. The result is to propose a marketing plan proposal aimed at the biocommercialization of these ornamental flowers, so that the owner of the farm San José can implement it in new markets, as well as the writing and publication of a research article for the university magazine.
Estrategias de marketing para el posicionamiento de marca del salón de belleza Imagen & color , barrio el Carmen en Bogotá D.C
Arciniegas Duran, Diana Carolina; Romero Torres, Stephany Yinneth; Suárez Rache, José Julián
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.
Estrategias de trade marketing para aumentar la rotación de powerade en los autoservicios independientes en la localidad de Tunjuelito
Calderon Martínez, Yeyson Enrique; Torres Tao, Gustavo Andres; Bonilla Gómez, Luisa Fernanda; Ospina Estupiñan, Héctor Rodrigo
This investigation was carried out in the supermarkets of the Tunjuelito locality in the City of Bogotá and whose spaces have a display of moisturizing products, among them the POWERADE - Product under study, which belongs to the Coca-Cola Femsa company. It is understood as a moisturizing beverage, that which has the purpose of providing a feeling of well-being and rehydration. Normally these drinks are consumed among the population that performs physical activity for the purpose of recovering the essential salts losses during and after exercise. Some people also consume it to refresh themselves after making a physical effort in their daily tasks. To this, the research team conducted a detailed study of the sales of the Powerade product in Bogota during the years 2016 and 2017, delivering as a result a large decrease in sales and rotation of the Powerade product in the five most important supermarkets for the company Coca-Cola femsa from the locality of Tunjuelito, evidencing a decrease in sales of -12%. According to the results, it is decided to implement a series of trade marketing, merchandising and sales promotion strategies that allow Powerade to increase sales, turnover, improve its participation, increase visual impact supported by good communication that highlights product benefits and its promise of value, taking into account the properties of the product, given that "POWERADE RECAPS TWO TIMES FASTER THE ESSENTIAL SALTS LOST DURING PHYSICAL ACTIVITY THANKS TO ITS FOUR IONS (calcium, potassium, phosphorus and magnesium). Likewise, the research team proposes sales strategies aimed at achieving greater visibility at the point of sale, increasing product promotions, encouraging the customer to consume the product through different activities, variety of the product (sizes, flavors), improve the lines of exhibition, among others that will make the product increase its rotation. Keywords: Powerade, trade marketing strategies, merchandising, strategies, sales. that performs physical activity for the purpose of recovering the essential salts losses during and after exercise. Some people also consume it to refresh themselves after making a physical effort in their daily tasks.