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Permanent URI for this collectionhttps://repositorio.uniagustiniana.edu.co/handle/123456789/29

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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.
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 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.
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.
Tedencias de consumo de maquillaje a una aproximacion de revision de liteteratura
Ordoñez Rodriguez, Yineth Paola; Mercado Mejia, Menis
This research focuses on analyzing makeup consumption trends in the cosmetics market in Colombia, with a special focus on the Millennial generation. The problem addressed is the need to deeply understand the preferences, perceptions and behaviors of this generation in relation to makeup, in a context marked by the constant growth of the cosmetics industry in the country. The overall goal is to conduct a review of academic literature between 2010 and 2023, providing a comprehensive understanding of the market dynamics and influences that guide Millennials' purchasing decisions. The methodology used is qualitative, using literature review as a research instrument. The overall results highlight emerging patterns in aesthetic preferences and factors that influence Millennials' purchasing decisions. There is a shift towards premium brands, the significant influence of YouTubers on purchasing decisions, and a growing preference for cosmetic products made with natural and sustainable ingredients. The conclusions highlight the importance of understanding these trends to adapt marketing strategies and take advantage of the opportunities in the Colombian cosmetics market. The cosmetics industry is recommended to consider these preferences in the development of products and commercial strategies, in addition to exploring innovative approaches in the digital sphere to reach the Millennial generation, which shows a growing preference for online shopping.
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.
Implementación de un plan de social media para gesproquiro
Mesa-Matamoros, Juddy Alexandra; Mora-Pinzón, Rafael Mora
The present work is focused on the use of a social media plan for Gesproquiro, an intermediary company between cosmetic surgeon - insurer and patient - cosmetic surgeon. To mitigate accident reports and access coverage to perform aesthetic procedures, validating the professional information of the doctor and the patient's clinical history; managing to minimize the risk of the interested parties. A strategy based on horizontal social networks will be applied to patients with the aim of publicizing the services in a more direct way and for doctors a tactic based on vertical social networks will be applied to have a specific tool for our specialists. With the implementation of the social media plan, horizontal social networks will initially be developed as a more effective means of communication, giving a stimulus through striking content for the public, managing to generate interaction with the user or client, thus producing brand recognition. , potential customer attraction and loyalty.
Estrategias de trade marketing para potencializar la exhibición de crem helado en la categoría take home y scooping en los almacenes jumbo de Bogotá
Leon Pantoja, Claudia Milena; Rueda Rivera, Jessica Ibeth; Moyano Mora, Noralba; Ospina Estupiñan, Héctor Rodrigo
This work is carried out with the purpose of presenting a Trade Marketing strategy in which we rely on merchandising for the company Meals de Colombia with the brand Crem Helado for the year 2018, in which we propose to generate a strategy to improve the exhibition at the point of sale and thus achieve the attraction of new customers and rotation of the products. Jumbo warehouses were chosen from the city of Bogotá as it is a warehouse with a significant presence in the market. After the observation at each point of sale, the little merchandising support with the Take Home and Scooping line from Crem Helado was evident and that is why we found the need to carry out a strategy to achieve its objectives. Through these actions, it will be possible for the company to position itself in the minds of consumers and be the first purchase option in the points of sale, for this reason Meals de Colombia needs to improve its exhibition with merchandising support in order to remain in the market that day by day it becomes more competitive to excel with products of excellent quality. Taking into account this information will start with the development of the work to achieve the proposed goal, implementing strategies for the development of the work of the seminar that allows the category Take Home and Scooping improve their visibility and recognition of this category in the Jumbo stores from Bogota.
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.
Propuesta de trade marketing para incrementar las ventas de café gourmet en los 6 puntos de venta top de Carulla Bogotá
Avila Chaparro, Leidy Yulieth; Avila Santamaria, Nataly Andrea; Sierra Martinez, Wilton Vicente; Neira Guevara, Jairo
This study analyzes the current situation of the company Vive Café the Amor Perfecto Café brand, product that is in the gourmet coffee category in the Carulla chain stores in Bogotá.
Diseño de un plan de marketing para la tienda Kyandi Store dirigida a la cultura otaku.
Orjuela Arjona, Robinson Alexander; Suarez Rache, Jose Julian
The marketing plan is about analyze the effectiveness and direction of the strategies in the Otaku culture, people with a particular like for the animation and the Japanese comic. The environment of the business will be analyzed. Also there will be done a qualitative and quantitative analysis established by interviews and surveys for the development of ideal strategies. Finally there will decide budgets of sale, of the marketing plan, plans of investment and indicators to measure the effectiveness. Finally, with base in the finds done in the investigation the viability of the strategies decides.
Estrategias de Promoción y Merchandising para la marca Balance en el canal moderno
Cruz González, Cesar Javier; Cruz Páez, Yinneth Lorena; Villada Valencia, Paula Andrea; Ospina Estupiñan, Héctor Rodrigo
The proposal of promotion plan and exhibition strategies for the brand balance in the modern channel has been elaborated in order to find actions that allow to increase the rotation in the third quarter of the year 2018 without continuing in a dynamic of high discounts and extra offers - content handled by all manufacturers of the category in recent years. This situation has been generated by the growth of the sale of deodorants in the multilevel format, by the desire of multinational companies to increase their turnover by overcoming their competitors by attracting new customers and increasing product placement in homes. For these reasons, the objective of the plan is to generate direct interaction with the brand's customers at the point of sale, bring them closer to the benefits of the products through sports activities that generate memorable experiences obeying a global lifestyle trend mega fitness.
Propuesta de trade marketing para el lanzamiento de suelas biodegradables para distribuidores en el Restrepo
Campo, Oscar Humberto; Doncel Lozano, Angie Ximena; Martinez Lasso, Claudia Lorena; Rodriguez Acosta, Angie Mayerli; Ospina Estupiñan, Héctor Rodrigo
This work aims to guide the new forms of production that seek to mitigate the environmental impact generated by the production of conventional soles, however in these new processes there is uncertainty because they are little used and it is unknown its applicability and the benefits that can generate the environment. In this process of incorporating new production materials, a number of barriers have been found due to the tendencies of these markets and the forms of commercialization that have transcended for many years. This does not prevent innovation processes can be carried out by companies such as Moldes JR that have been characterized by the quality and timely delivery of these products in such a competitive market that in the first stay is local but has international projections. The main objective of this work is to show that environmentally sustainable processes such as the production of Biodegradable soles that can also be profitable and leave good profit indexes, but we must carry out informational processes to raise awareness of new types of shoppers who are looking for this type of products. To achieve all of these you must meet some financial goals to make a series of investments in terms of production and support all this marketing with trade marketing strategies.
Plan de Marketing Digital para Las Redes Sociales (Facebook, Instagram, LinkedIn) en el Sector de Servicios, para la Empresa ASC Consultores
Corcho-Castillo, Danna Catalina; Medina-Rodriguez, Laura Viviana; Vásquez-Molano, Robinson Alejandro; Buitrago-Reyes, Richard Orlando
The Digital marketing is a fundamental part for any company that wants to position itself in the market and reach its target audience. In the case of social networks, they have become an essential channel for any strategy due to the large number of users who use them daily. Regarding the service sector, it is important to take into account that digital marketing for this type of company focuses on promoting the services offered, building trust and customer loyalty. In this sense, the digital marketing plan for social networks must include the following actions: It is essential to know who the strategy is aimed at in order to create relevant content adapted to their needs and preferences. Selection of the right social networks: not all social networks are suitable for all companies, so you must choose those that are most effective for the target audience and the objectives of the company. In the case of ASC Consultores, Facebook, Instagram and LinkedIn are suitable social networks to reach their target audience. Attractive and relevant content: content was generated that caught the attention of the target audience and that is aligned with the services offered by ASC Consultores. It is important that the contents are varied and that they include information on the services offered, success stories, and relevant news from the sector. Constant publication of content: the frequency of publication of Digital Strategies will depend on the chosen social network and the target audience. Different promotional tools were used on social networks to increase the reach of the content and reach a wider audience. Interaction with users: questions and comments from users were answered to build trust and loyalty. Measurement of results: the results of the digital marketing strategy were measured to know its effectiveness and to be able to adjust it if necessary. In short, the digital marketing plan for social networks in the services sector for the company ASC Consultores included the definition of the target audience, the selection of the appropriate social networks, the creation of attractive and relevant content, the constant publication of content, content promotion, interaction with users and measurement of results.
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.
Estrategias de Marketing para la empresa El Ferrocarril Ltda.
Rubiano Ospina, Nidia; Ávila Castañeda, Ángel Leonardo
The company EL FERROCARRIL LTDA, is a company that currently has twenty-five years dedicated to the collection of metal waste from Cold rolled, these are obtained from different companies that manufacture modular, metallic structures among others; They are collected and then sent to the final customer. Currently, EL FERROCARRIL LTDA does not have a presence on the Internet, nor with a corporate image, but it has not been concerned to show itself in the virtual network so that it has a greater presence in the market of the city of Bogotá and the Sabana Occident. For the execution of this project will implement the strategies of positioning, (broach, business cards, Web page, endowment, identity of brand), thus it is necessary to increase the recognition in the companies and in short term to have greater occupation generating more sales, in this way take advantage of the virtual means to show that EL FERROCARRIL LTDA has the ideal work team to develop the harvesting activity, in the long term to have more infrastructure, to generate employment, to acquire more suppliers and sell the material as the final customer requires it for their respective process of use.
Descripción de tendencias de marketing en el mercado de la ropa de segunda mano en la ciudad de Bogotá en el 2024
Castillo-Ospina, Angie Michel; Díaz-Díaz, Miguel Ángel
The objective of this study is to analyze and describe the emerging marketing trends in the second-hand clothing market in Bogotá during 2024. The research aims to identify the key strategies used by brands and entrepreneurs to attract and retain customers in an increasingly competitive and dynamic environment, characterized by digitalization, sustainability, and changes in consumer habits. Through a combination of qualitative and quantitative methods, a comprehensive and in-depth understanding of consumer behavior and brand positioning strategies was achieved. While quantitative data revealed general patterns, acceptance levels, and purchase frequency, qualitative data provided detailed insights into perceptions, motivations, and values associated with responsible consumption and interest in circular fashion. The results show how environmental awareness, the use of social media, personalized shopping experiences, and brand authenticity influence purchase decisions, positioning second-hand clothing as a growing consumption trend in Bogotá.

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