Decide be Yourself, empresa dedicada a la elaboración de fragancias

Abstract

In the present work, a theoretical and analytical research is carried out on the aspects and tools that influence brand positioning, focusing on the implementation of a new line as a strategy to venture into a market little explored in Colombia. The purpose of the research was to develop marketing strategies for a new fragrance company called Decide Be Yourself, which is located in the capital of Colombia and which requires brand positioning to increase its sales with a low budget, which required a focus on the implementation of a new line as the main way to achieve the objectives of the company; In the analysis of the micro, macro and mega environment of the fragrance market, digital tools are presented as a key point for the positioning of companies with little capital allowing an approach and interaction with the final consumer. It was then added to the offer of the company, the personalization of fragrances as added value as well as to choose digital channels to invest in campaigns that allow reaching the consumer with the new offer by mixing the sale online with the personal sale all in order to position themselves in the mind of the consumer while generating sales.