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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.
Estrategias de trade marketing, promoción de ventas y merchandising para aumentar las ventas del champú embrión de pato de 850 ml en los almacenes éxito, jumbo, y olímpica
Parrado Triana, Luis Alberto; Pachon Vega, Angela Maria; Puentes Hernandez, Yenny Paola; Montes Sanchez, Maria Paola; Caviedes, Sandra
The present case study work consists of the analysis of the low rotation of the product Embryo Shampoo of Duck of the company Laboratories Lissia. The research question of the work is based on how to increase sales of 850 ml duck embryo shampoo in the stores; Success, jumbo and Olympic, for people between 30 to 50 years of strata 1,2 and 3. A campaign of trade marketing, sales promotion and merchandising is carried out. with a duration of one year, focused on a strategy contemplating the previously contemplated variables seeking a benefit between the chain stores and consumers where the win is achieved for the parties; to publicize the product and its benefits. This campaign will cost $ 109,224,280. one hundred nine million two hundred twenty-four thousand two hundred and eighty pesos m / cte, with which it is intended to achieve a 19% annual increase in sales. The analysis made to the sales of the product has presented a decrease of fiscal year 2016 and 2017 by 19%, affecting sales significantly, the main drawback is that the product is not recognized and there is not a good supply of it in the stores Chain, additional.
Creación de estrategia de Social Media para posicionar la Marca “alcarrito.com” como Marketplace en Colombia
Roncancio-Londoño, María Fernanda; Román-Moreno, Evelyn Tatiana; Gil-Chajin, Evelyn; Larrarte, Patricia
This document records the development of an application-type research with a mixed approach, whose objective includes the creation of a social media strategy for the alcarrito.com brand, since it is a Marketplace, which seeks to expand its reach to a new group of consumers. and for which the group of researchers used the scientific method in search of the creation of strategies and corresponding tactical plan that allows optimizing the use of social networks such as Facebook and Instagram, being these channels for the creation of a community of users., dissemination of strategies, communication channel and brand positioning. To do this, it starts from the identification of the brand's own needs using the tools of strategic business analysis, followed by an analysis of the competition, which leads to the proposal of viable and competitive strategies that allow the objectives proposed by the company to be achieved. the store alcarrito.com
Creación de una empresa procesadora y comercializadora de frutas exóticas deshidratadas para el segmento de mercado de consumidores de productos saludables
León Garzón, Heyber Alfonso; Rodríguez, Carlos
The research seeks to define the characteristics, preferences, behaviors and trends of the consumer market segment of healthy products. Moreover, the approaches of a business plan for the processing and commercialization company of dehydrated fruits Exotic Fast S.A.S. In the methodological framework, a qualitative study is proposed that will make use of non-probabilistic and convenience tools that define the characteristics, the size of the market and its geographical location. The result of the study allows the company to determine market trends and generate strategies that position it in the customer. In addition, this business plan allows the company to draw up the organizational and financial policies that consolidate the company in the market.
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.
Plan de comunicación para el posicionamiento en redes sociales de la comunidad Hermanas Misioneras de Cristo Maestro
Botía-Malaver, Andrés Felipe; Paredes-Camargo, Valentina; Peña Alba, Leidy Tatiana; Suarez-Rache, José Julián
The Hermanas Misioneras de Cristo Maestro community is a non-profit organization that provides support to children, youth and mothers who live in poverty. provides support to children, young people and mothers who are heads of households in multidimensional poverty multidimensional poverty, offering a comprehensive support plan (education, psychology, nutrition and evangelization). evangelization). The objective of this work is to develop a communication plan that will the community in social networks. An internal and external diagnosis was carried out with matrices such as SWOT (Strengths, Weaknesses, Opportunities, Opportunities, Strengths and Threats), PESTAL (Political, Economic, Social, Technological, Environmental and Legal) and MPC (Competitive Profile Matrix). these analyses included the creation of structured questionnaires to determine the current situation, which allowed us to the current situation, which allowed us to learn about the community's behavior and relate it to the matrices. the matrices. The type of sampling carried out was non-probabilistic by convenience, since the sample of the population was limited due to the sample of the population was limited by the availability of information. According to the needs of the community the needs of the community and the results of the analysis, the communication plan included the following points: benchmarking, inbound strategies, message creation, development of procedure manuals, publications schedule procedure manuals, publication schedule, action plan for the media. These strategies and tactics were applied in the community's social networks in the 2020 semester. II. The communication plan remains as a precedent for future research conducted by colleagues in their final semesters. by colleagues in their last semesters of study; through the standardization of procedures, it can be complemented with new can be complemented with new marketing actions that are applicable to this kind of organizations. organizations
Plan de trade marketing para incrementar la rotación y ventas de la marca "pasión” de Crem helado
Gil Soriano, Ángel Milena; Pinzón Palacios, John Michael; Heredia Garzón, Charith Stefania; Ospina Estupiñan, Héctor Rodrigo
This research project was carried out at the points of sale in the Villa Adriana sector of the municipality of Funza, where they have an exhibition of frozen products, including the Paleta Pasión- Product under study, which belongs to the company MEALS of Colombia of the Crem Ice cream brand.
Estrategias de marketing para incrementar la demanda de clientes en el barrio Santa Catalina de Bogotá con la panela producida en la Finca el Paraíso
Farfan-Guerrero, Diego Yonatan; Vásquez-Bernal, Jairo Alberto
This monograph addresses the challenge of increasing the demand for panela produced at Finca El Paraíso, through marketing strategies adapted to the local context of Barrio Santa Catalina in Bogotá. It presents in a concise manner the specific and relevant content of the thesis, highlighting the identified problem, the research methodology, the results, conclusions, and main proposals. The identified problem was the limited visibility and positioning of panela in the local market. The research included a comprehensive review of panela production and marketing, as well as an analysis of the socio-cultural and economic dynamics in Santa Catalina. The study resulted in innovative marketing strategies aimed at revitalizing the position of panela, promoting its consumption, and strengthening connections between producers and consumers. The conclusions highlight the potential economic and social benefits for both Finca El Paraíso and the Santa Catalina community.
Estrategias de marketing digital para aumentar las ventas en Peak Performance Gym
Gomez-Suarez, Lina Katherine; Mesa-Callejas, María Fernanda; Perez-Gomez, Robinson Enrique
At a time when social networks are widespread, small and medium-sized companies can take advantage of them in order to implement various strategies that allow them to attract more customers or increase sales. From this perspective, in this degree monograph, the objective was to propose digital marketing strategies to increase sales in Peak Performance Gym, a sports training center located in the El Poblado neighborhood of Mosquera, Cundinamarca.
Planteamiento estratégico de un ecosistema de e-commerce para la empresa Kodo Trade & Commerce
Cruz-Aldana, Juanita; Acevedo, Christian
This work consists of an internship report developed in the company Kodo Trade & Commerce. This organization is dedicated to the marketing of promotional and advertising material, and its sales have been significantly affected by the current economic environment resulting from the Covid-19 health crisis. economic environment resulting from the Covid-19 health crisis. In this context, e-commerce has been a channel that has shown outstanding growth, and constitutes a potential business model in which the company can enter. in which the company can venture, in order to overcome its current situation and project itself into the future. Based on this, the general objective of this work is to formulate a strategic approach for the potential the potential implementation of an e-commerce ecosystem for the company Kodo Trade & Commerce. As a theoretical basis, the concepts of e-commerce were used, organizational strategic diagnosis, Canvas method for the development of business models, and Key Performance Indicators KPI. Regarding the methodology, this work assumes a positivist-deductive approach. a positivist-deductive, cross-sectional approach. The company facilitated the consultation of primary sources sources, such as employee testimonials and financial and commercial reports from its archives. The PESTEL, SWOT and Canvas methodologies were applied, among other resources. resources. As a result, it was found in the diagnostic phase that the macro-environment does not show favorable conditions, especially in economic terms. Sales have been affected, sales have been affected, have behaved in an atypical way and there is evidence of a significant dependence on a specific majority client. The analysis carried out allows us to recommend the development of a strategy consisting in the opening of an online store. The analysis carried out allows us to recommend the development of a strategy consisting in the opening of a virtual store and a possible reduction in the client portfolio. As an action plan, an e-commerce business model aimed at the end customer is proposed, and the inherent measurement indicators are proposed. the measurement indicators inherent to a virtual store are proposed. To conclude, the importance of taking into account fortuitous importance of taking into account fortuitous situations such as the pandemic and it is suggested to turn efforts towards digital businesses. efforts towards digital businesses.
Sostenibilidad y experiencia gastronómica: un estudio de los consumidores en la zona G de Bogotá
Castañeda González, Yanny Kadeidy; Hennessey Hernández, Karen Mayerli; Carrillo Urueña, Laura Carolina; Villamil Vanegas, Raul Andres
Sustainable gastronomy is a growing trend that arises from the need to address the environmental and social challenges facing the contemporary world. This research project focuses on consumers’ perception of sustainability in their gastronomic experience in Bogotá’s Zona G, with the aim of understanding consumers’ attitudes, opinions, preferences and habits in relation to sustainable gastronomy. For this, it was necessary to employ a qualitative, exploratory, non-experimental, qualitative research methodology. Through the review of literature from secondary sources and structured surveys, it was possible to place the research in the current academic context, in order to understand the results obtained and the reasons for the behaviour of the gastronomic consumer in zone G of Bogotá. In addition, to know the perceptions that influence the choice of sustainable gastronomic experiences. Under the convenience sampling technique, the sample was selected, which allowed the survey to be applied to a variety of key participants within the sector, contributing to the quality of the sample obtained. The findings obtained from 54 surveys provide valuable information for the sector and the actors involved, contributing to the advancement of knowledge on gastronomic sustainability and the perceptions, attitudes and values that influence consumer behaviour in the choice of sustainable gastronomic experiences.
Plan de marketing digital para el área de Educación Continua de la Universitaria Agustiniana
Pineda-Valenzuela, Luisa Fernanda; Barreto-Hernández, José Vicente
This study focuses on the creation and implementation of the digital marketing plan for the Continuing Education area of the Universitaria Agustiniana, with the main objective of improving its visibility and recognition in online communication channels. The process is divided into three equally crucial phases: diagnosis of the current situation, design of the marketing strategy and establishment of the action plan. Initially, an exhaustive analysis of the current situation of the organization in comparison with similar institutions in the educational market was carried out, identifying a competitive advantage directly related to the reputation and recognition of the university in the Higher Education sector in Colombia. . Based on these findings, along with internal factors, a digital marketing strategy was designed focused on strengthening areas of improvement, accompanied by an action plan with measurement indicators to evaluate the success of the strategies. The results showed a significant increase in the visibility of the area in various online communication channels, achieving constant and positive growth, satisfactorily meeting the objectives established in this work. Initially, an analysis of the current diagnosis of the organization against the market was carried out, mainly of institutes with the same or similar area, where a competitive advantage was identified directly related to the reputation and recognition of the university in the Higher Education sector in Colombia. Based on this, in addition to the distinction of internal factors, a digital marketing strategy specialized in strengthening the points to be improved was designed, and in the same way, an action plan and control of the strategies that evaluate the measurement indicators was proposed. Which, the end of this work was satisfactorily fulfilled, significantly improving the visibility of the area in the different online communication channels, demonstrating a positive and constant growth.
Propuesta de trade marketing para incrementar las ventas de surtifruver los paisas
Benítez Agudelo, Angelica Gineth; Mayorga Bermeo, Samuel Alberto; Chaparro Guevara, Rosa Alexandra
Today there are three outstanding exponents that dominate the market in general. The plaintiff, who usually does not plan a purchase management, since they are made for a taste or impulse, depending on the trend or taste experienced while being at a point of sale. The following is the Retail, which is commonly based on maximizing the utility between sale and exhibition. The last but not least is the manufacturer or supplier, which is in the constant search to return your investment in greater quantity and in the shortest possible time. In order to link these three factors, this new branch of marketing known as Trade Marketing or marketing channel is implemented. The paisa’s Surtifruver is a mini market that is in a constant search for commercial growth, maximization of sales and adequacy of its facilities, although it is a point of sale that generates a broad profitability at a general level of its products, evidenced by studies of the profit margin between 2016 and 2017 that you can maximize your sales considerably if you make an adequate implementation of Trade marketing that is based on the division by categories and merchandising. When executing this improvement proposal composed of trade marketing activities, an increase in the levels of product rotation in general will be achieved, based on a market study that allows us to know the population surrounding the point of sale and the factors in common. For which each of the clients makes the decision to invest in the paisa’s surtifruver.
Estrategias de marketing digital para fortalecer el posicionamiento de la ferretería Decoreléctricos y ferretería sede galerías en Bogotá D.C.
Silva-Mejía, Nicolás Steven; Pérez-Gómez, Robinson Enrique
The central objective of this degree work is the determination of marketing strategies in view of which ones are best suited to the positioning that the company Decoreléctricos y ferrerería will seek in the next 6 months, hoping to bring economic benefits such as increased sales, analyzing the environment that surrounds the industry to which the hardware store belongs, there are extremely important data such as the budget that is had for infrastructure that increased in comparison to previous years, an internal analysis was established where the suppliers that the company manages and the main competitors that it faces, the mixed methodology was used with the introduction of instruments such as the survey where the client profile was analyzed and the observation to determine complementary data of the clients and the administrator, finally the results of the instruments to support the achievement of the specific objectives.
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.
Estrategias de marketing para el mejoramiento de la competitividad en el mercado, de la Distribuidora JR.
Ramirez Valero, Arley; Chaparro Guevara, Alexandra
This degree work is carried out in order to research and design marketing strategies for the distributor JR, which is located in the neighborhood of Bosa in the paradise neighborhood, as its name indicates this is dedicated to the distribution and marketing of products groceries in neighborhood stores making a pre-sale and its previous delivery, is a company that has 10 employees at present, 3 sellers, 1 warehouse assistant, 2 drivers, 2 transport assistant, administrator and manager. In recent years it has worked empirically, highlighting that the results have been positive, but the market is constantly changing, innovation and strategies are needed to face the competition, Therefore the investigation of the degree work is based on the information provided by the clients. Qualitative research was carried out since it is related to the criteria that we want to know about the clients of the distributor JR, based on the instrument of the interviews, with the initial help of the route tool that facilitates generating clear and related questions with the research, which were evaluated by an expert. They were applied to a sample of clients and in this way the answers were entered into the Atlas TI software, where the concepts or favorable and negative comments that customers have about it were analyzed.
Propuesta de Trade Marketing para incrementar las ventas y rotación de closets de la marca Inval en Alkosto Venecia
Gutierrez Osorio, Mayda Cristina; Carrasco Carrillo, Francisco
Industrias Inval was born in the city of Palmira in 1988. It starts its operations with the manufacture of Baffles and Racks for sound equipment, television cabinets for assembly companies such as Sony, Panasonic, Pioneer, Hitachi, Sharp and LG. After this work he decides to produce furniture for the home, offices and companies such as Carvajal and Bima; since then industries of the Valley have specialized in the production of practical furniture venturing into the market, working with high quality standards in manufacturing and implementing the best raw material, offers innovative designs and colors optimizing space in order to meet the needs of the consumer. The mission is to be the solution for Colombian households. Part of the raw material used is imported from Chile, its main supplier is Masisa. The main points of sale are concentrated in the city of Bogotá in large chain stores such as Falabella, Flamingo, Homecenter and Alkosto. Inval has a greater participation in sales in Alkosto stores in the line of office furniture, computer centers, entertainment centers and closets where more attention is needed. After an analysis of sales in the different Alkosto points, it is evident that Inval has a greater reception, showing higher sales in point 68, unlike the Venice point, where sales in its different lines do not have a good share, generating less sales and little turnover with respect to the competition The data obtained from the research shows that Alkosto Venecia is located in an area of greater demand and presence of people, there are commercial areas with a large influx of public looking to meet their own needs. The locality of Tunjuelito is in a favorable socio-economic environment, where there is a positive purchasing power, there is a stratification between 2 and 6 in the neighborhoods that constitute it, people buy by necessity or simply by renewing. Based on this information it is evident that the problem that exists in sales of Inval closets is not affected by the population that visits the PDV Alkosto.es, so for this a strategic action plan between Inval and Alkosto was implemented in order to achieve Increase turnover and sales of closets accompanied by Trade Marketing strategies.
Estudio sobre viabilidad comercial y lanzamiento al mercado de la esponja "sexy franz", producto de aseo personal dirigido a moteles y establecimientos similares de la ciudad de Bucaramanga - Colombia
Ortiz Rosas, Fredy Giovany; Calderón Garzón, Sandra Patricia
The word motel is the acronym for "motorist hotel", that is, a type of characteristic road accommodation, used mainly by travelers as an option to rest, recover energy and provision to continue with their trip; these sites usually have one or two floors and their rooms are entered through a long corridor from the reception directly or even from the parking lot. It is proper to say that its origin is associated with the great routes or roads that cross to the United States. However, these hotels are currently located, not only on the roads, but also within the cities, because the system has become very popular due to its intimate and discreet atmosphere. They have also spread throughout the world copying in part the model that has been seen so much in Hollywood cinema. However, motels have acquired another meaning in countries such as Colombia and in some others in Central and South America, in which they are distinguished as public establishments, located outside the urban centers, with independent entrances from the outside and with nearby garages that they allow a more private or reserved income, because they are often used for intimate encounters of couples (some of them extramarital), who for one reason or another want to remain anonymous or who want risky experiences, different from the conventional.
Desarrollo de una estrategia promocional para impulsar las ventas de FluxPoint intranet corporativa de la compañía Origen Business Technology
Guerrero Sanabria, Jeferson; Barreto, José Vicente
This work is a documentation of the development of a strategy focused on the promotion of a technological tool called FluxPoint developed by the company Origen Business Technology, this tool aims to improve the productivity of companies through the implementation of an intranet in SharePoint, a Microsoft platform present in the Office 365 licensing.
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.

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