Ingeniería en Marketing

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Browsing Ingeniería en Marketing by Subject "Activacion De Marca"

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    Activación de marca de productos con bajo nivel de ventas del Centro Gourmet Delicatensen de la Europea en la ciudad de Cuenca en el año 2013
    (2013) Gómez León, Ana Cristina; Merchán García, Verónica Elizabeth; Ortiz Escandón, Luis Alfredo
    This thesis focuses on the development of brand activation for products with low levels of sales of the Delicatesen Gourmet Center of La Europea, which is located at Remigio Crespo Avenue and Lorenzo Piedra Street. Chapter I describes the general aspects of Food Industry La Europea and its Gourmet Center Delicatesen. It also describes an analysis and diagnosis of the current situation of the products which have low sales in the Gourmet Center. Chapter II describes the development of objectives and brand activation strategy for these products. In Chapter III we evaluate the results obtained by the brand activation and the achieve of objectives. Finally, we present conclusions and recommendations of this study.
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    Plan de activación de la Marca Pastoral Juvenil en el segmento Joven en la ciudad de Cuenca urbana para el período 2013-2014
    (2013) Guzmán Malla, Deicy Elizabeth; Padilla Tacuri, Mayra Maricela; Cornejo Martínez, Francisco Xavier
    The objective of the topic of this thesis is to design a plan for the brand activation called “Pastoral Juvenil” in the youth segment in urban Cuenca. Thus, we will make to know to the young segment about the brand and activities (services) that it offers to achieve that its target will fall in love for the brand in the future. The main purpose of this study is to determine if young Cuencanos from the urban area know about the brand and the main reasons or causes to the lack of knowledge about the youth ministry. The second purpose is to understand the behavior and the demographic profile of the young people, so it is essential to perform the research. With the data obtained from the youth research and the analysis of the organization, it has developed the brand activation plan based on two BTL strategies, the first is " street theater", the second is holding an event called "Dance Party" with the slogan give joy to your heart, for the diffusion of this event there have been developed the ATL and BTL strategies. Taking advantage of the event there will be the launch of some products (shirts, hats and handbags), the objective is to get funds for future projects of the Youth Ministry which is a nonprofit organization that self-manages through donations.
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    Plan de activación de marca para el producto neoschool de la Empresa Libélula soft en la zona urbana de Cuenca
    (2013) Sánchez Mendieta, Adriana Elizabet; Verdugo Rodríguez, Yesica Alexandra; Crespo Martínez, Paul Esteban
    It's a brand activation proposal for product Neoschool Dragonfly Soft Company through unconventional communication strategies . Besides theoretical grounding , we performed a market study in order to know if the product is recognized , define the target market , know the habits, determine the most valued attributes and characteristics of the product and of the proposed strategies are not conventional media. Depth interviews were conducted market research and a survey of 120 subjects . An analysis of frequencies, cross and allowing clusters to obtain the data necessary for the proposal as it is the target market are women between 36-45 years of age with an average income between 350-500 dollars, higher education level of public and private employees performing control their children's academic performance daily. Also determined the most valuable feature of the product is still that of " Homework Review , Jobs, Notification, Conduct Fouls and their children." As for product acceptance 60.8% of parents want the product . Therefore knowing the results of research finally proceeded to work in nontraditional media proposal ie BTL strategy and the organization of an event.
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    Propuesta de activación de marca para "Lenoire Boutique Ropa Americana" del cantón Gualaceo en el segmento femenino juvenil en el año 2013
    (2013) Sangurima Villa, Fanny Lorena; Ortiz Escandón, Luis Alfredo
    The present study was made based on a specific need that presents the company under analysis, because the industry in which ventures is subject to dependence on different variables that are dynamic and require prior analysis before to raise a brand activation proposal to help improve the performance of the company in the market in which it operates. After application of a survey in the canton of the female market Gualaceo youth (17-30 years) it was necessary to learn more in depth customer profile which is directed boutique chose to make a proposal impacting activation short-term advantage of the seasonality of demand for the product, the investment is financed fifty percent thanks to the sponsorship of an allied company obtaining positive yield projection.