Examinando por Materia "Productos de marca - Mercadeo"

Mostrando 1 - 5 de 5
  • Publicación
    Acceso abierto
    Acciones de marketing digital, aplicadas en el desarrollo y posicionamiento de una marca de vestuario femenina
    (Universidad de San Buenaventura Cali, 2018) Valdés Agudelo, Marisol; Jiménez Quintero, Laura Marcela
    The main purpose of the project is based on the positioning and projection opportunity found for the Maré Solé women's clothing brand, through the creation of a virtual platform that has the functions and tools necessary for its users to live an experience of Specialized virtual purchase, which includes advice on your size, silhouette and tone to end.The Maré Solé brand was created in 2017 through the elective Fashion Branding,through which a feminine, delicate and romantic adn was developed and defined, which sets the guidelines for the creation of digital content, development of Branding and the design process of the company. However, the market researches and surveys made to the target were indispensable to determine the requirements regarding the marketing mix - product,price, place and promotion - that the brand will carry out.
  • Publicación
    Acceso abierto
    Antonia Antonia. Desarrollo de marca comercial de bolsos en patchwork a partir de la co-creación
    (Universidad de San Buenaventura-Cali, 2021) Melo Guevara, Antonia; Mejía Escobar, Ana María
    This document will consider the development of a commercial brand of handmade patchwork bags, embroidered and printed. Through a participative investigation we will identify how a co-creation place works and we will establish a constant dialogue around a constant theme of self-love and self-esteem with women between 18 and 25 years old, in order to create a slow fashion capsule collection of exclusive handmade bags, aimed at young women related to the arts and humanities, who are looking to connect with other women through a place of sorority. The collection will consist of 10 bags of which the market will pick their favorite and also the designer will pick hers, in order to make them and later validate them with the user through surveys and through the brand’s social media.
  • Publicación
    Acceso abierto
    Diseño de plan de negocio para la creación de la empresa rosa turquesa accesorios, de la ciudad de Cali
    (2015) Fernández de Soto, Carolina Angel; Yepes Montoya, Margarita; Dominguez Velasco, Carlos Fernando
    This graduation project was aimed to generate a business plan for Rosa Turquesa accessories brand, which has as its business concept the design and marketing of clothing, and differs from others by the design of exclusive and excellent quality accessories (fusion and diversity of colors and materials) for women with a bohemian lifestyle.
  • Publicación
    Acceso abierto
    Percepción de calidad de los consumidores de marcas del distribuidor en la categoría lácteos en los hipermercados en la ciudad de Cali
    (Universidad de San Buenaventura - Cali, 2015) Hurtado Viáfara, Julián Alberto; Posada Gómez, Jennifer; Velasco Blanco, Alvaro
    Distributor's brands have been changing with the passing of time. They have been evolving constantly leaving behind their raison d'être which used to distinguish them as salvation products for economic conjunctures. Today they are catalogued as very competitive brands which can equal or even improve manufacturers' quality ratifying that high quality does not mean higher prices. This paper has been developed to learn about (to show) the costumers' quality perception about distributors' brands in the city of Cali. To do so, lactose category has been selected along 4 hypermarkets in the city. A pre-test done in a previous investigation determined the intrinsic variables (taste, texture, vigency) and extrinsic variables (price, container, brand) more point by the consumers. After that, 237 surveys will be done to determine the facts that incide in the purchase and consume decision out of 4 of the most important hypermarket in the city of Cali as La 14, El Exito, Macro and Alkosto.
  • Publicación
    Acceso abierto
    Propuesta de diseño de marca olfativa para el programa de ingeniería industrial Universidad San Buenaventura Cali
    (Universidad de San Buenaventura - Cali, 2015-04) Bravo Chávez, Richard; Ruano Hoyos, Mauricio; Varón Sandoval, Alexander
    The present work has as scope to show scent marketing potential, to do this it seeks to offer a design of olfactory brand image as an additional tool of differentiation strategy for the program of industrial engineering of San Buenaventura University of Cali.