Plan estratégico de marketing digital para el crecimiento comercial de la marca TYCHE en la ciudad de Cali

The objective of this work was to achieve the growth of the TYCHE brand both locally and nationally, through digital marketing to increase sales, price strategy, increase customers and build brand identity in the city of Cali. The applied methodology was of a quantitative approach, descriptive, non-experimental in the field, proposing two questionnaires aimed at potential customers of bags and footwear sold by the brand in question, requiring to establish a population sample to determine the number of people to take into account. To know their payment limitations, price preferences, payment channels, quality and expected qualities of the bags and footwear that they buy in physical or virtual stores. The results of this study showed that the majority of customers prefer to buy in physical stores, however, just under half frequently use the virtual stores of the social network Instagram where competing brands practice a business model based on digital marketing. It is concluded that the implementation of the digital marketing model benefits the commercial activities of the TYCHE brand, increasing its sales by more than 20%, establishing a competitive price strategy with a variable profit margin, and increasing customers through promotional channels. in social networks and influencers in other cities nationwide, through the recognition of the brand's photographic identity.

• Autores: Perdomo Duarte, Isabela
• Fecha de publicación: 2021
• Institución: Universidad de San Buenaventura
• Repositorio: Repositorio USB
• Idioma: spa
• OAI Identifier: oai:bibliotecadigital.usb.edu.co:10819/8746
• Acceso en línea: http://hdl.handle.net/10819/8746
• Palabra clave: Incremento de ventas; Estrategia de precios; Marketing digital; Identidad de marca; Moda - Mercadeo; Posicionamiento (Publicidad); Análisis de mercado; Mercadeo por Internet
• License: Atribución-NoComercial-SinDerivadas 2.5 Colombia