Propuesta de diseño de marca olfativa para la empresa giros y finanzas

This degree work has as its central theme the creation of an olfactory mark as an additional differentiation strategy for Giros y Finanzas organization. Using a research methodology qualitative - quantitative with descriptive design - exploratory, we seek to clarify the concept of positioning or construct of the organization and subsequently communicate forcefully their customers using different techniques such as depth interviews conducted managers of the organization and the three focus group sessions made to customers. Consecutively a survey using as reference the constructs provided by the managers of the organization in depth interviews and group sessions conducted was developed, made often carried out the execution of the causi-experiment that allowed obtaining a brand proposition olfactory for this organization. The implementation of this strategy of differentiation allow twists and evaluate factors concerning finances taken into account in the development of this thesis such as the identity of the organization, its horizon of remembrance and positioning, plus compared to its competition. Then the benefits will be reflected at the level of service, comfort, remembrance and differentiation among others.

• Autores: Baez Cardona, Manuel Fernando; Cuchumbe Mera, Nelson Fabricio
• Fecha de publicación: 2016
• Institución: Universidad de San Buenaventura
• Repositorio: Repositorio USB
• Idioma: spa
• OAI Identifier: oai:bibliotecadigital.usb.edu.co:10819/3442
• Acceso en línea: http://hdl.handle.net/10819/3442
• Palabra clave: Neuromarketing; Marketing Sensorial; Fragrances; Perception; Productos de marca; Posicionamiento (Publicidad); Competitividad; Investigación de operaciones
• License: Atribución-NoComercial-SinDerivadas 2.5 Colombia