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Análisis del impacto del Merchandising Visual de la marca KOAJ en el proceso de decisión de compra de los consumidores
Rodríguez Mendoza, Laura Valentina; López Sánchez, Laura Valentina; Saldaña Nova, Joan Sebastian; Buitrago Reyes, Richard Orlando
The research titled "Analysis of the Impact of KOAJ Brand Visual Merchandising on Consumer Purchase Decision-Making" focuses on how the visual presentation of products influences the purchase decisions of KOAJ brand consumers in Bogotá D.C. The study poses the research question: How does KOAJ brand Visual Merchandising influence consumer purchase decision-making? Using a mixed-method approach (quantitative and qualitative), surveys were conducted via Google Forms with consumers aged 18 to 35, KOAJ’s main demographic segment. The theoretical framework is based on authors and successful case studies of recognized brands, highlighting the importance of Visual Merchandising in attracting and retaining customers in the fashion sector. The results indicate that 71% of respondents consider that Visual Merchandising significantly influences their purchase decision. This underscores the crucial role that the strategic presentation of products plays in the consumer shopping experience. Through a detailed analysis of the collected data, specific recommendations were identified to optimize KOAJ's Visual Merchandising strategies, aiming to enhance emotional connection with customers and increase sales. The conclusions suggest that a creative and well-designed product presentation can strengthen customer satisfaction and loyalty towards the brand, providing a useful reference framework for other brands in the fashion industry.
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.
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.
Desarrollo de una propuesta para una App de citas con servicios complementarios
Devia Cespedes, Gineth Tatiana; Salas Padilla, Paola Andrea; Astudillo Valverde, Diego Felipe
The present work consists in the analysis of Dating Apps in the Colombian market, which aims to recover and increase interpersonal relationships and / or personal communication through the launch of the Paivan Club Dating App. It is observed that in the current market there is a large number of users who agree to use this type of Apps, because it makes everything easier and faster for them to establish online connections with third parties, which It leads to generate a creation of virtual relationships and have a face-to-face knowledge barrier. In this way, this means that innovation and differentiation processes can be carried out in a market that has been occupying a large percentage of supply and demand. Within the category of appointments, it is seen that it is a market that has been achieving great business opportunities, a great fundamental growth when it comes to reaching the consumer, this means that what Paivan Club wants to achieve is to implement innovative strategies and differentiators such as App, with the idea of generating a number of downloads in a certain time and visits in physical spaces, where the consumer experiences emotional experiences when making use of the different interactive chats and, as well, of the complementary services
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.
Diseño de estrategias para el análisis del impacto de la marca Gallo Rosa en el cliente actual de la empresa AEI Arquitectura e Interiores S.A.S
González-Guzmán, Paola Andrea; Neira-Guevara, Jairo
The main objective of this work is to present the marketing strategies focused on the impact of the Gallo Rosa brand on the current clients of the company AEI SPACES, a company recognized in the market for the design and construction of spaces. It is posed as a problem question, What type of strategies should be implemented in the Gallo Rosa brand of the company AEI Arquitectura e Interiores S.A.S to know the impact it causes on its current client? This question seeks to make a preliminary diagnosis of the brand in where you can identify the variables that allow you to know what types of strategies should be designed in order to know the perception of the current customer and their satisfaction with the brand in order to achieve market positioning. The problem is based on making the most recognized brand in the market, in front of that, evaluation instruments will be implemented which allow to see the effectiveness of the proposed strategies and thus be able to give a before and after, the research method to be used will be qualitative. concluding with the results that the implementation of the strategies gives us.
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.
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.
Estrategia de redes sociales para Gold's Animals: Impulsando el servicio de baño y peluqueria
Contreras-Marín, Sergio; Giovanny-Mojica, Michael; Sierra-González, Angie Katherine; Wilches, Milton
This project aims to design and execute a comprehensive social media strategy to strengthen the "Gold's Animals" brand and improve visibility and engagement around its dog grooming and grooming service. The problem statement focuses on the brand's low digital presence and the lack of reservations generated from social networks, which justifies the implementation of a strategy that aims to capture the public's attention and increase conversion. The methodology consisted of developing unique content from scratch on Instagram and TikTok, monitoring performance through key metrics and insights (observational) research. The growth of followers, the interaction in the publications and the willingness of users to participate in the dynamics were measured. Applied research made it possible to evaluate the impact of the content and collect suggestions for improvement.
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.
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.
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.
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 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 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.
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 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.
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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