Examinando por Autor "Revelo Vera, Daniela"

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    Estrategias de mercadeo aplicadas en pasabocas y productos de repostería de tradición en Medellín (caso Productos Ramo Y La Reina)
    (Universidad EIA, 2012) Revelo Vera, Daniela; Vásquez Lenis, María Camila; Osuna Ramírez, Sergio Andrés
    Marketing strategies are fundamental for the positioning of products, and a factor such like tradition plays a major role in promoting the products with proper management of the elements of the marketing mix or 4 P's (Product, price, place and promotion) of marketing. This research was conducted in order to know and verify the marketing strategy of Products Ramo and Industrias Alimenticias La Reina, and if the tradition is the main factor why these companies’ products are successful in the market. The research was developed through a bibliographic review on the most relevant concepts of marketing strategies and through qualitative and quantitative research. The quantitative, was conducted through a survey of a statistically representative sample of the target population, in which variables were analyzed as income level, age, gender, consumer products, purchase frequency, place of purchase, product presentation and presence in the point of sale. The qualitative research was developed through a deep interview and observation, made to consumers of Products Ramo and Industrias Alimenticias La Reina belonging to income levels 2, 3, 4, 5 and 6, with ranges between 10-59 years of age, living in the city of Medellin. The observation was performed to identify attitudes to purchase the products of the two companies.