Especialización en Gerencia de Mercadeo Global
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Item Plan de posicionamiento de marca para la empresa productos biológicos Perkins Ltda. para el año 2027(Universidad Santiago de Cali, 2022-11-28) Bonilla Sepúlveda, Eduardo; Jiménez López, Sergio; Castro Ruiz, Camilo AndrésCurrently, the Colombian market presents a major challenge in the positioning of a brand, since, free competition, The evolution of E-commerce and the different marketing tactics requires the professional to be more creative and bolder in the approach of strategies that lead to the success of a company. A thorough study was carried out for the brand Productos Biológicas Perkins Ltda., which initially detailed the target, described the current situation of the company, its mission and vision as well as its product portfolio; It addresses the literary review highlighting key issues such as strategic planning and positioning, in addition to different analyses that allowed us to know the environment in which the company operates. Additionally, the manager in charge of the marketing area was interviewed, in turn, 342 clients were surveyed, highlighting attributes that allow creating a connection and effective communication, thus achieving a top of mind. In order to develop a brand positioning plan for the company Productos Biológicas Perkins LTDA by 2027, the results obtained during this research, allowing to publicize the communication approach with the appropriate strategies, efficient, viable, detailed and structured to create a connection with the customer finally obtaining the positioning raised