Análisis de gestión de marca y posicionamiento para dos instituciones de fútbol en la ciudad de Cali
The following degree work seeks to study, analyze and compare from the perspective of marketing, the brand management and positioning that the two most important sports institutions in Santiago de Cali have had and have through a secondary analysis of success and failure cases. Under a first explora...
- Autores:
-
Yepes Galindo, Felipe
- Tipo de recurso:
- Trabajo de grado de pregrado
- Fecha de publicación:
- 2018
- Institución:
- Universidad Autónoma de Occidente
- Repositorio:
- RED: Repositorio Educativo Digital UAO
- Idioma:
- spa
- OAI Identifier:
- oai:red.uao.edu.co:10614/10525
- Acceso en línea:
- http://hdl.handle.net/10614/10525
- Palabra clave:
- Mercadeo y Negocios Internacionales
Marcas de empresas
Preferencias de los consumidores
Posicionamiento (Publicidad)
Posicionamiento
- Rights
- openAccess
- License
- Derechos Reservados - Universidad Autónoma de Occidente
| Summary: | The following degree work seeks to study, analyze and compare from the perspective of marketing, the brand management and positioning that the two most important sports institutions in Santiago de Cali have had and have through a secondary analysis of success and failure cases. Under a first exploratory qualitative research with the Mystery Shopper model, it is sought to address from a physical point of view the sports marketing strategies adopted by the entities at the corporate level. In the second instance, through quantitative research, a survey model was proposed that measures the variables of positioning and brand vis-à-vis the target and potential public to analyze success variables and possible problems that affect the institutional scheme in the search to expand its market share. At a time when a temporary event like the World Cup takes over the market, it is necessary to evaluate how a sports brand can develop strategies to grow according to the cultural roots that unite the country around a football team. This, taking the cultural and social aspects that awakens a football selection team on a smaller scale that refers to a regional sports institution. To this end, a current analysis of the sector was made with the exploitation potential that sport has for the immediate future. It is expected that the results of the global research will help to understand a little more about sports marketing and encourage a bottom-up process that will allow real strategies to explode the capacity of the sector. |
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