Browsing by Author "Rojas-Sanabria, Laura Ximena"

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Estrategias de marketing para la marca de ropa NUKAJ
Rojas-Sanabria, Laura Ximena; Pájaro-Camino, Maria Alejandra; Rios-Soto, Cristian David; Luis Enrique Caballero Andrade
The main objective of the document is to propose strategies for the evolution of the Nukaj brand, it is currently a small family business dedicated to the production and sale of casual and formal clothing that has been present in the market for approximately eight years, highlighted by making garments of quality due to the raw material used and the hand-made clothing such as blouses, dresses, jackets among others, thanks to this achieving recognition in its customers who have been faithful to the work of its creator for years. Nowadays, Nukaj is stable with respect to its sales, however, what we want to achieve in this project through marketing strategies is to get new customers, improve distribution channels, boost sales through tools that allow recognition brand at regional and national level and thus achieve brand positioning in the textile and fashion sector. To determine the strategies that were intended to be developed, it is important to know the target group to which the product is aimed, which is why a mixed research methodology was implemented, first a focus group was conducted where 15 women in ages between 28 and 55 years participated , which gave their specific perception of the brand and the garments, in addition to this a survey was applied which yielded more specific results regarding the dress preferences of women living in Bogotá, this gave a communication and offer approach of the garments. The application of these two tools provided ideas for the approach of marketing mix strategies.