bachelorThesis
SafeNails
Autor
Cano Márquez, Alejandro
Agudelo Perdomo, Jose Javier
Contreras Moncada, Sebastian
Herrera Tellez, Tatiana
Institución
Resumen
The aim of this work, as the final phase of our degree work, was to figure out and structure a marketing plan that would allow us to finally reach our potential client most properly. After confirming the product, market, and value proposition in the first part of this project, we focus on the second part to revalidate the findings found in earlier investigations. Conducting a double-click analysis, that is, delving even deeper into those elements that are relevant to generating an effective communication channel between the company and the client, we decide that, in the first instance, we have a divided potential market. First, we have a primary segment between 18 and 35 years old, whom we define as our final users; but also, a secondary segment made up of those we define as those who care about the primary segment. We find fathers, mothers, boyfriends, girlfriends, brothers, and sisters who, being very aware of the risks to which we are exposed, would not hesitate to buy our product. Finally, and transversally, we work on the characteristic psychographic elements of our primary group. This led us to figure out that our main sales channel is eCommerce, second, given the level of interaction that our consumer has with social networks, the latter is our main point of contact for communication.