bachelorThesis
Evaluación de la efectividad de la marca LG en el ámbito de la percepción de marca usando una herramienta de simulación computacional
Fecha
2013Autor
Parra Villegas, Nadia Lizeth
Bolívar Troncoso, Juan
Institución
Resumen
When companies are assessing their strategic planning and marketing results, they frequently face such scepticism regarding how their planning stimulated or impacted public perception towards them. This project intends, by means of a computational simulation tool to reduce the LG Electronics uncertainty factor of how its brand value is perceived by the residents of Bogota D.C. considering each one of its product lines; marketing investment levels, publicity, distribution and service. For that, consumers are understood as intelligent agents with recommendation power, who are based mostly on their experiences with these products and the influence from its marketing strategies, which stimulate choices from buyers. Additionally, the performance of this marketing investment done by the company is measured in terms of profits and brand remembrance.