Plan de mercadeo impulso premium
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Date
2020
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Publisher
Pontificia Universidad Javeriana Cali
Abstract
Es claro que la tecnología modificó sustancialmente la manera de consumo, pero eso no quiere decir que se abandonen totalmente los presupuestos en las compañías para los impulsos físicos o ATL. Usualmente el abandono se genera porque resulta casi imposible medir los resultados de las inversiones en activaciones de marca. Por esta razón en el siguiente trabajo tiene como foco principal desarrollar un impulso de bienes y servicios en las grandes superficies como supermercados, centros comerciales o aeropuertos que brinde una experiencia desde los sentidos de la vista, tacto, audio y olfato en el momento de verdad con el cliente y adicionalmente permita medir cuantitativamente el retorno de la actividad promocional para toma de decisiones de la compañía que contrata el servicio de impulso premium, y lo más importante de esta propuesta es que logra consolidar todo el ecosistema promocional tanto en medios online como offline en el segmento objetivo.
Description
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Many companies have decreased their investments in physical experiences to focus almost 100% on promotion through digital channels. It is clear that the technology substantially modified the way of consumption, but that does not mean that the budgets in the companies for the physical impulses or ATL are totally abandoned. Usually abandonment is generated because it is almost impossible to measure the results of investments in brand activations. For this reason, in the following work, the main focus is to develop an impulse of goods and services in large surfaces such as supermarkets, shopping centers or airports that provide an experience from the senses of sight, touch, audio and smell at the moment of truth. with the client and additionally allow to quantitatively measure the return of promotional activity for decision-making of the company that hires the premium impulse service, and the most important thing about this proposal is that it manages to consolidate the entire promotional ecosystem in both online and offline media in the target segment.
Keywords
Inversiones, Tecnología, Consumo, Bienes, Servicios, Investments, Technology, Consumption, Goods, Services, technology, consumption, goods, services