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Lind, William. "Meme Marketing to Fellow Kids." Thesis, Malmö universitet, Fakulteten för kultur och samhälle (KS), 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:mau:diva-21862.
Full textAbstract:
Corporations attempting to enter the realm of memetic media often find themselves lost and embarrassed; the chaotic nature of meme culture as a global way of expression on the internet has proven difficult, and communities like Reddits r/FellowKids enact vernacular criticism on corporations who attempt to use memes in order to reach their target audience. This study aims to reach higher knowledge of successful corporate engagement in memetic media through a text analysis of discussions between users on Reddit and the interplay on Twitter where users engage in vernacular ways with the Wendy’s Twitter account. Drawing on branding theory and Goffman’s dramaturgical model, the study draws conclusions on how users of a vernacular community engages the Wendy’s Twitter account in different ways. It shows how an authentic identity is ascribed to the corporation through vernacular means, and how the prevalence of vernacular play forces the corporation to surrender message control in order to gain authenticity. It further suggests that an authentic corporate identity in vernacular communities requires the corporation not to act like one; preferring fast, playful communication rather than slow, institutional responses. Implying that the correct plan of action is not to have one, the study further understands the paradox of crafting a marketing strategy not based on controlled communication, and suggests further research into vernacular communities and citizen creative control in memetic media.
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Córdova, Díaz Luis Carlos, Alzamora Cinthia Mercedes Gallo, Rengifo Jacqueline Gonzales, Castro Gonzalo Maraví, and Díaz Omar Eduardo Padilla. "Propuesta de negocio Fullness Kids." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2018. http://hdl.handle.net/10757/625014.
Full textAbstract:
Fullness Kids es un proyecto de negocio que ofrece una propuesta diferente frente al estrés cotidiano al que se encuentran los niños en edad escolar y que se evidencia en el ambiente educativo, donde la tasa de niños con problemas de atención, autoestima y problemas de aprendizaje crece alarmantemente. Esta propuesta se desarrollará a través de actividades y ejercicios lúdicos en técnicas de Mindfulness para fortalecer la atención, concentración, autonomía, relajación y desarrollo de habilidades blandas en niños de 6 a 9 años. Asimismo, nos dirigimos a padres de familia que buscan un servicio integral para sus hijos complementado con asesorías virtuales, orientación información y monitoreo de las necesidades emocionales de sus niños que fomente el desarrollo socio - emocional de sus hijos. El proyecto está sustentado en una sólida base financiera que permite rentabilidad desde el primer año recuperando la inversión inicial que es mínima y está basada en los gastos operativos de la constitución de la empresa, la elaboración del sitio web y los honorarios de los especialistas y personal administrativo. Fullness Kids es una idea de negocio escalable y se propone comenzar el primer año con un colegio asociado al programa, utilizando dos de sus propias aulas en dos horarios distintos y continuar expandiéndose en otro colegio a partir del segundo año. A través de esta idea de negocio se pretende contribuir al desarrollo del sector educativo del país y brindar una opción integral para nuestros usuarios.Fullness Kids is a business project that offers a different approach to the daily stress that school-age children face and that is evident in the educational environment, where the rate of children with attention problems, self-esteem and learning problems grows alarmingly. This proposal will be developed through activities and playful exercises in Mindfulness techniques to strengthen attention, concentration, autonomy, relaxation and development of soft skills in children from 6 to 9 years old. Likewise, we address parents seeking a comprehensive service for their children, complemented by virtual counseling, information guidance and monitoring of the emotional needs of their children that promotes the social - emotional development of their children. The project is based on a solid financial base that allows profitability from the first year by recovering the initial investment that is minimal and is based on operating expenses of the constitution o administrative f the company, the development of the website and the fees of specialists and administrative staff. Fullness Kids is a scalable business idea and it is proposed to start the first year with a school associated with the program, using two of its own classrooms in two different schedules and continue expanding in another school from the second year. Through this business idea, we intend to contribute to the development of the country education sector and provide a comprehensive option for our users.
Trabajo de investigación
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Nava, Fuentes Carola, Castillo Soledad de la Mata, and Sara León-Prado. "Hability Kids oportunidad de negocio." Thesis, Universidad Peruana de Ciencias Aplicadas - UPC. Escuela de Postgrado, 2010. http://hdl.handle.net/10757/316027.
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El presente proyecto de negocio tiene por finalidad evaluar la factibilidad de implementar un centro especializado en el desarrollo de habilidades motrices para infantes entre los 2 y 8 años de edad, enfocado en potenciar las habilidades cognitivas de los niños en base al desarrollo psicomotor junto con otros valores agregados.
El mercado peruano está atravesando una etapa de recuperación, después de la crisis financiera mundial, y se espera conseguir el ritmo de crecimiento sostenido que se tuvo en años pasados.
Actualmente se ha detectado una demanda insatisfecha en el rubro de educación especializada, ya que las ofertas que existen en el mercado no satisfacen las necesidades del público objetivo al que nos dirigimos. Sin embargo, a pesar que no existe una empresa que ofrezca el servicio de Hability Kids, es posible que la competencia quiera copiar nuestro concepto debido a que la barrera de entrada es de baja implicancia.
Hability Kids está dirigido a los niveles socio económicos (NSE) A1, A2 y B1 de Lima Metropolitana, en especial a la población que reside en los distritos de Santiago de Surco, La Molina, Miraflores, San Borja y San Isidro. Nuestro primer local estará ubicado en el distrito de Santiago de Surco. Estos NSE, sobre todo el A1 y A2, son muy exigentes a la hora de elegir un producto o servicio y están acostumbrados a altos estándares de calidad. Los padres de familia de este segmento buscan darle lo mejor a sus hijos.
El beneficio diferencial del proyecto está basado en la colaboración, como partícipe, de los beneficios tanto físicos como psicológicos en los niños peruanos; incentivando día a día la actividad física que potenciará su inteligencia y desarrollará su creatividad e imaginación.
Algunos de nuestros principales valores son la motivación y la innovación, así como la vocación de servicio para lograr fidelizar a nuestros clientes en el corto plazo.
Los resultados financieros del proyecto, en un horizonte de 5 años, muestran los siguientes resultados: VAN de $101,613.47, una TIR de 18%. La inversión se recuperará entre el año 4 y el año 5 y el ROIC obtenido fue de 80%.
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Falla, Cercera Ronald, Montero Vanessa Quinde, and Vergara Gabriela Santana. "Plan de marketing 2018-2022 para el relanzamiento de la cuenta Kids de Scotiabank." Master's thesis, Universidad del Pacífico, 2018. http://hdl.handle.net/11354/2214.
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El presente trabajo de investigación presenta y demuestra la viabilidad del plan de marketing para relanzar la Cuenta Kids de Scotiabank, producto que pertenece al portafolio de pasivos del banco y, que fue diseñado con el fin de fomentar la cultura financiera en menores de edad. Su lanzamiento, en el año 2015, significó un crecimiento constante en la captación de nuevos clientes hasta antes de culminar su primer año. Los análisis del macro y microentorno desarrollados nos demuestran que existe en el mercado un escenario favorable para relanzar este producto. Ello, debido a que, a pesar de los esfuerzos establecidos por el Estado para fomentar la bancarización responsable mediante el desarrollo de programas de educación financiera, las entidades financieras privadas no han logrado acompañar esta gestión con el desarrollo de un producto altamente atractivo, tanto para los padres como para sus hijos menores de edad. Dado que encontramos mayor predisposición de compra en los niveles socioeconómicos A y B, el diseño del producto estará enfocado en tal nicho. Debido a los hallazgos obtenidos en la investigación de mercado, establecimos como principal estrategia la diferenciación enfocada en los beneficios. Además, elegimos la estrategia de penetración para el crecimiento del producto, una estrategia de marca que busca generar conciencia social respecto de la educación financiera, y una estrategia de clientes que busca tanto la atracción como la fidelización. Todas estas estrategias derivan en las acciones tácticas del presente plan de marketing.
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Denlinger, Katherine Lynn. "Food Marketing to Children and Health." Miami University Honors Theses / OhioLINK, 2008. http://rave.ohiolink.edu/etdc/view?acc_num=muhonors1209348159.
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Olaya, Copaja Jorge Luis, and Aguirre Jimmy Alexander Armas. "Innovación estratégica en la juguería Las Delicias “Loncheritas nutritivas Delicias Kids”." Master's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2014. http://hdl.handle.net/10757/316640.
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Este trabajo de estudio llamado “LONCHERITAS NUTRITIVAS DELICIAS KIDS” desarrolla con atención una propuesta sobre las innovaciones, tanto desde un enfoque general y como desde el específico brindando servicios de desayunos nutritivos en las instituciones educativas. Se ha tomado como objetivo de estudio a la Jugueria Las Delicias, es una de las juguerías limeñas más tradicionales, se encuentra ubicada en el distrito de Miraflores, en Lima; es una juguería que atrae a los clientes por su gran variedad de jugos y legendarios sánguches. Las Delicias en poco tiempo se han convertido en uno de los mejores puntos de referencia de juguerías en Lima por su gran variedad de fruta fresca, lo cual fue un modelo a seguir por otros que en la actualidad se han expandido por todo Lima. Como parte del estudio se determinó crear una nueva línea de productos dirigida a ofrecer loncheras nutritivas en los colegios de inicial, primaria del distrito de Miraflores. La manera en que se procure introducir e implementar esta innovación responderá al concepto que se tenga de cómo es la empresa y cómo funciona. En el trabajo de campo se estudió en profundidad el caso de la innovación implementada en colegios de educación en el distrito de Miraflores ya que forma parte del público objetivo a la cual está dirigida el negocio. La innovación consistió en ofrecer 2 modelos de negocio bajo el sistema de calidad que actualmente Las Delicias maneja y fue seleccionada 1 por haber introducido un cambio profundo en la gestión de toda la empresa. Se analizó en qué medida se habían tenido en cuenta todos y cada uno de los elementos del proceso de cambio descritos en el marco teórico; sin hacer una valoración sobre la calidad, pertinencia o bondad, de la innovación realizada por la empresa. En conclusión, se puede determinar los estudios de viabilidad financiera a partir de los 2 modelos de negocios estudiados con la finalidad de comprobar y validar la propuesta realizada en este caso de estudio.Tesis
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Rimac, Estrella Maribel Janeth, and Rodríguez Lady Roxany Minga. "Propuesta de un modelo negocio basado en la implementación de un salón & spa para niños y niñas “Happy Kids”, en el distrito de los Olivos." Master's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2018. http://hdl.handle.net/10757/623557.
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La presente tesis tiene como objetivo evaluar la viabilidad económica, técnica y financiera de un Plan de Negocio. “Happy Kids” o nuestra propuesta de negocio, trata de una empresa que brinda servicios de corte, peinado, manicure y tratamiento facial, para niños(as) menores de 2 a 13 años, a través de reserva de citas por App. La propuesta es única no solo por la aplicación de la tecnología, sino también por el método de trabajo de las 5 “S” y la promoción de un ambiente temático en cuidado del medio ambiente.
El análisis del negocio, se hizo a través de encuestas realizadas a un grupo de padres de familia, de los cuales indico que un 50%, lleva a su niño a una peluquería para adultos, por su cercanía y por la poca oferta que existe en la atención exclusiva para niños. Asimismo, se realizó una entrevista a expertos para conocer a nuestros consumidores finales (niño o niña). Con la información obtenida permitió realizar un análisis estratégico, mediante el cual se estableció la misión y visión, se analizaron los factores internos y externos, conociendo las diferentes variantes que se presentan en el rubro de peluquerías, finalmente se identificó la ventaja competitiva.
En el análisis económico-financiero, se hizo con un horizonte de 5 años y se demuestra que el proyecto es viable. La proyección de ingresos se realizó en base a la estimación de la capacidad máxima y la capacidad real variable por la estacionalidad por mes en el rubro de peluquerías y se le dio pesos ponderados a cada servicio ofrecido. En un escenario esperado, el VAN del proyecto nos dio $ 371,121, con una TIR del 59% y un PAYBACK de 1 año y 10 meses.Trabajo de investigación
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Chavez, Enciso Camila Sofía, Ita Verónica Noelia Maguiña, and Zuñiga Eduardo André Tacza. "Análisis de la gestión de marca en base a las 7 P’s del marketing mix para el posicionamiento en la industria textil de moda masculina juvenil peruana. Caso: Kids Made Here Man." Bachelor's thesis, Pontificia Universidad Católica del Perú, 2020. http://hdl.handle.net/20.500.12404/16847.
Full textAbstract:
El presente trabajo de investigación tiene como objetivo analizar los elementos de la
gestión de marca de Kids Made Here Man que pueden influir en la decisión de compra de clientes potenciales. Para ello, se estudiaron, en base al modelo de las 7 P’s, las actividades realizadas por la empresa para posicionar su marca y la propuesta de valor que el público masculino joven busca al momento de elegir una marca de ropa. Para realizarlo, se ha usado una metodología mixta, donde predomina el modelo cualitativo.
Kids Made Here Man es la línea de ropa masculina de la marca peruana de ropa Kids
Made Here, empresa representativa de moda juvenil femenina a nivel nacional con más de 50 años de existencia. Para lograrlo, la empresa ha desarrollado una estrategia de gestión de marca basada en la creación de valor para sus clientes a partir de la exclusividad de sus prendas y el alto nivel de calidad tanto de sus diseños como en su materia prima. Sin embargo, esta estrategia no ha rendido los mismos frutos para su relativamente nueva línea de ropa masculina. Esta investigación pretende dilucidar aquellos elementos de gestión de marca que son tomados en
cuenta por los consumidores masculinos jóvenes a la hora de consumir moda.
Para ello, se realizaron entrevistas a representantes de la marca para identificar la
estrategia de gestión de marca que se aplica y la esperada y a partir de estas entrevistas a expertos y las observaciones determinar si la implementación se realizó de acuerdo a la planeado y cuál es el impacto que esta tuvo en sus clientes actuales. Finalmente, se realizó un focus group y encuesta a 168 clientes potenciales a fin de tener un acercamiento al perfil del consumidor juvenil de moda masculina y, a partir de ello, poder identificar aquellos aspectos de gestión de marca que deben ser tomados en cuenta para un relanzamiento de Kids Made Here ManTesis
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Kubicová, Zuzana. "Rozhodovací proces rodičů při výběru zájmového kroužku svých dětí." Master's thesis, Vysoká škola ekonomická v Praze, 2015. http://www.nusl.cz/ntk/nusl-201700.
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This dissertation will describe the theory of Market Research focussing on the types and methods. The aim of the thesis is to analyse parent´s decision-making process when they are choosing clubs for their children. I will uncover the process of decision-making by questionnaire and will also find out the level of public awareness of athletics and the Athletics for kids project.
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Langer, Emil. "Podnikatelský plán - volnočasové aktivity pro děti." Master's thesis, Vysoká škola ekonomická v Praze, 2016. http://www.nusl.cz/ntk/nusl-264365.
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The aim of Masters Thesis Business plan, Afterschool Activities for Kids is to create a business plan for the new organization providing school activities for children. The first part will introduce the theory for a business plan. In practical part concrete plan will be settled which shows up every necessary steps to needed to get through while realization and outlines the various ideas and solutions to achieve good economic results of the organization. The author of this Masters Thesis deepens the knowledge of the preparation of business plans and complex view of critical sections of the analysis and indicators of project that will be implemented in the future.
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Nerman, Rebecca, and Christer Fredholm. "Digital platsmarknadsföring - en fallstudie av Kils kommun digitala platsmarknadsföring : Place marketing - a case study of Kils kommun digital place marketing." Thesis, Karlstads universitet, Institutionen för geografi, medier och kommunikation (from 2013), 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-78162.
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Syftet med denna uppsats är att undersöka hur Kils kommun använder sig av digitala kanaler i ett platsmarknadsföringssyfte. Intresset för undersökningen grundas i hur marknadsföring av platsen blir av allt större vikt för mindre kommuners överlevnad, som en konsekvens av den ökade urbaniseringen. Att marknadsföra en plats är inte ett nytt fenomen, men det blir i dagens samhälle allt viktigare i konkurrensen om invånare. Uppsatsen fokuserar på platsmarknadsföringen inom de digitala kanalerna, då dessa anses vara en stor tillgång för kommuner att marknadsföra sig genom. Samtidigt kan de innebära en demokratisk problematik, då det finns människor som fortfarande är analoga och av olika anledningar inte anammat den digitala utvecklingen. Digitala nätverk har skapat en lättillgänglig plattform som når ut till en stor mängd människor, vilket innebär ett kostnadseffektivt alternativ för platsmarknadsföring. Hur Kils kommun förhåller sig till digitala medier är något som intresserat oss under hela uppsatsarbetet. Även frågan huruvida vissa målgrupper anses mer eftertraktade i syftet att locka invånare, och därför prioriteras i platsmarknadsföringsarbetet, är föremål för uppsatsens undersökningar. Arbetet har utförts genom intervju med företrädare från Kils kommun, samt en visuell analys av kommunens digitala kanaler där Instagram varit i fokus. Frågeställningar som uppsatsarbetet avser besvara är: hur marknadsför sig Kils kommun digitalt? Vilka målgrupper riktar sig marknadsföringen till? Och hur vill Kils kommun framställa sin profil? Utifrån dessa frågeställningar analyseras och diskuteras den framtagna empirin i uppsatsen.
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Daugėlienė, Giedrė. "Elektroninio parašo panaudojimo verslo įmonėse modelio sukūrimas." Master's thesis, Lithuanian Academic Libraries Network (LABT), 2012. http://vddb.laba.lt/obj/LT-eLABa-0001:E.02~2012~D_20120703_140300-25842.
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Magistro baigiamajame darbe „Elektroninio parašo panaudojimo verslo įmonėse modelio sukūrimas“ išanalizuota el. parašo naudojimo problematika, el. parašo bei el. dokumentų klasifikacinės sistemos bei parengtas el. parašo taikymo versle modelis, kuris patikrintas empiriniu tyrimu. Pirmoje darbo dalyje išanalizuota el. dokumentų raida ir jų klasifikacinės sistemos. Antrajame skyriuje atlikta el. parašo taikymo verslo įmonėse sisteminė analizė: apibrėžiama el. parašo sąvoka, rūšys, el. parašo pritaikymo versle, remiantis komunikacinėmis pusėmis. Trečiojoje darbo dalyje atliktas el. parašo taikymo versle empirinis tyrimas, kuriame ištyrus el. dokumentų specialistų ekspertinę nuomonę, nustatomos el. parašo taikymo problemos, jų sprendimo būdai. Paskutiniame skyriuje – sukurtas el. parašo taikymo versle modelis bei atliktas modelio ekspertinis vertinimas.In Master thesis ‘The model of Using Digital Signature in Business’ the topic of digital signature, the classification systems of digital signature and digital records was analyzed as well as a model of digital signature usage in business was prepared which was examined by empirical research. In the first part of thesis the development of digital records and their classification systems was analyzed. The second part consists of the systemic analysis of digital signature usage in business: defined the concept of digital signature, it kinds (kinds of digital signature), usage in business based on communicational sides. The third part contains the empirical research of digital signature usage in business which was made by the examination of the digital records professionals’ opinions, the problems of digital signature usage and the ways of their solutions were defined. In the last part – a model of digital signature usage in business was created and the evaluation of it was made.
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Lopes, Flávia Patrícia Teixeira. "Plano de marketing para Academia Kids Doutor Finanças." Master's thesis, 2020. http://hdl.handle.net/10071/21589.
Full textAbstract:
A educação financeira é um dos temas em destaque nos diferentes organismos
nacionais e internacionais. A OCDE reconheceu recentemente que este é um dos
pilares essenciais ao desenvolvimento de mercados financeiros sustentáveis e,
consequentemente ao bem-estar económico das famílias. As crianças são consideradas
o alvo prioritário da educação financeira, sendo o objetivo torná-las adultos capazes de
fazer escolhas financeiras mais conscientes. Além disso, os mais novos são quem mais
influência o processo de compra dos agregados familiares.
O Doutor Finanças tem demonstrado uma intenção clara de ajudar as famílias
portuguesas a terem vidas financeiras mais sustentáveis. A empresa acredita que não
basta ajudar na negociação e contratação de produtos financeiros, é essencial que cada
família adquira conhecimentos sólidos que as permita controlar o seu orçamento de
forma consciente.
O presente estudo tem como objetivo estruturar o Plano de Marketing para a
Academia Kids Doutor Finanças. Desta forma, será dada continuidade as ações que o
Doutor Finanças tem realizado desde 2019 junto deste público alvo.
Com este projeto conclui-se que, apesar de não existir fonte de captação direta de
receitas, é possível recuperar em três anos o investimento feito pela empresa. Neste
caso, as vendas resultam do impacto no "brand equity" da marca provocado por este
projeto.Financial education is one of the themes highlighted in different national and international organizations. The OECD has recently recognized that this is one of the essential pillars for the development of sustainable financial markets and, consequently, for the economic well-being of families. Children are considered the target of financial education, with the primary objective being to make them capable adults of making more conscious financial choices. Furthermore, the youngest are the ones who influence the most the household purchasing process. Doutor Finanças has shown a clear intention to help Portuguese families to have more sustainable financial lives. The company believes that helping in the negotiation and contracting of financial products is not enough, it is essential that all families acquire solid knowledge that allows them to consciously control their budget This study aims to structure the Marketing Plan for "Academia Kids Doutor Finanças". Therefore, the actions that Doutor Finanças has carried out with this target audience, since 2019, will be continued. In conclusion, with this project we realize that, although there is no source of direct revenue income, it is possible to recover the investment made in three years with the sales result from the impact on brand equity caused by this project.
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Rathjen, Katharina. "Kids as consumers challenges of product marketing to kids in the sporting goods industry: Analysed for the adidas neo label." Master's thesis, 2014. http://hdl.handle.net/10071/8632.
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ProjectThe adidas NEO label is a sub brand of the adidas brand and part of this label is the kids footwear business. After identifying the problem, on how complex the consumer group kids is, their behaviour has been analysed and how to segment in order to target them properly, a literature review has detected the change in family life cycle trends, family based decision-making process and the change of being children nowadays in general. Based on the knowledge the literature review has generated, a quick snapshot has been taken of the adidas NEO label, its product and distribution strategy and how the kids business position within the label. Considering the adidas NEO label strategy and kids consumer behaviour, together with research agency different preferences, attitudes and roles of children consumer were analysed and six segments were derived. The adidas NEO label relevant segments have been chosen, analysed their preferences, attitudes and product attribute preferences and draw conclusions of not only who the relevant segments are, but how their decision making process is working and how much of the decision power is with the parents. Based on this information and with help of the focus groups, the product attributes responding to the different segments needs and preferences were defined for kid’s shoes. Through this knowledge, a competitive advantage for the adidas NEO label has been created by attracting our three core segments with exactly the needed styles, without wasting time by offering the wrong product to the wrong target consumer.
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Miranda, Sara Ferreira. "O impacto das campanhas de colecionáveis do Pingo Doce e do Lidl no consumo e fidelização das famílias." Master's thesis, 2020. http://hdl.handle.net/10400.14/33404.
Full textAbstract:
A sociedade atual tem, mais do que nunca, uma grande variedade de marcas por onde optar, na escolha de um produto ou serviço. No sentido de se aproximarem dos consumidores, as marcas tiveram que repensar as suas estratégias, e a fidelização tornou-se no seu maior desafio e objetivo, especialmente no setor do retalho. Esta dissertação pretende estudar e comparar o impacto de duas campanhas por parte de duas marcas rivais de retalhistas alimentares – Pingo Doce e LIDL, no consumo das famílias. Em particular, estas campanhas lançadas pelas duas insígnias interagem com os consumidores através de mecanismos de gamification – incluindo objetos para colecionar e aplicações de dispositivos inteligentes para brincar, e são direcionadas para crianças.
Considerando as características destas campanhas, pretendemos investigar se foram capazes de influenciar as famílias portuguesas no âmbito da frequência às lojas das insígnias e do volume de compras – tendo igualmente em conta a possível influência as crianças nas compras das famílias e, ultimamente, a sua capacidade de fomentar fidelização a estas marcas. Ao mesmo tempo, considerando a crescente utilização the dispositivos inteligentes, exploramos a utilização das apps incluídas nas campanhas e as motivações das famílias para a adesão a estas iniciativas lançadas pelas duas marcas.
Assim, no sentido de investigar este fenómeno, desenvolvemos um case study comparativo, usando o método qualitativo. A metodologia consiste na análise temática de 15 entrevistas semi-estruturadas a famílias que tenham aderido a, pelo menos, uma das campanhas, e inclui uma entrevista exploratória ao Head of Brand do LIDL Portugal.
Entre os resultados, foi possível concluir que as famílias foram influenciadas no âmbito da frequência às lojas e do volume de compras efetuado nas duas retalhistas durante o período de vigência das campanhas. Embora estas iniciativas tenham, de um modo geral, influenciado o seu comportamento de consumo, a lealdade atitudinal não foi alcançada, tendo em conta que as famílias optaram por retomar os hábitos de compra que tinham anteriormente às campanhas.Today’s society has more brands to choose from than ever. To get closer to consumers, brands had to rethink their strategies and customer’s loyalty has been the biggest challenge and goal, especially in the retail sector. This dissertation intends to study and compare the impact of two campaigns from two rival grocery retailers – Pingo Doce and LIDL, in family’s consumption. In particular, these grocery retailers’ campaigns engage with customers through gamification mechanics – with objects to collect and apps to play with, that are targeted to children. Regarding the characteristics of these campaigns, we aim to investigate if they were able to influence Portuguese families on their store frequency and purchase volume - having in mind the possible influence of children on families’ purchases -, and ultimately, their loyalty towards these brands. At the same time, considering the growing usage of smart devices, we explore the usage of the apps included in these campaigns and the motivations to join these initiatives launched by the two brands. Therefore, we developed a comparative case study in order to investigate this phenomenon, through qualitative methods. The methodology consists in a thematic analysis of 15 semi-structured interviews with Portuguese families that adhered to, at least, one of the campaigns and includes an exploratory interview to the Head of Brand of LIDL Portugal. Amongst the results, we were able to conclude that the families were influenced by these campaigns in terms of store frequency and purchase volume towards Pingo Doce and/or LIDL. Although these initiatives generally influenced the purchase behaviour of the interviewed families, the attitudinal loyalty was not achieved, since the most shared pattern was that families decided to maintain their pre-campaigns behaviour towards grocery retailers.
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Shih, Nai-Luan, and 施乃倫. "The Strategy Development for Story Marketing－A Case Study of KISS KISS Silver Jewelry." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/71279518436861134353.
Full textAbstract:
碩士國立高雄第一科技大學
行銷與流通管理所
98
This study conducts a case study for brand development by in-depth interviewing, and the purpose of this study is to investigate how brand managers use story marketing as strategies for developing brand to build up brand advantage. Story marketing has been applied in business management, brand marketing, branding, brand narrating and other brand strategy to produce an outstanding effect and contribution, but in the past marketing researches related to story marketing rarely use comic and animation as well as combined local culture as main issue for story marketing, in order to further construct brand development strategies of a company. This study utilized a silver company, KISS KISS Jewelry which makes continuous animation stories as a research objective to reveal the perceived difference between brand managers and customers when company used a story telling to deliver core branding spirit or meanings. Moreover, in order to decrease the perceived difference, this study provides several appropriate techniques or tactics for story marketing, and further develops brand strategies to build up brand advantages. The results and findings of this study could also provide companies, who attempt to use story telling as brand marketing strategy, with suitable tactics by utilizing appropriate story marketing and brand development strategies. The main points of this study are as follows: (1) this study utilizes textual level strategy to investigate the perceived difference between brand managers and customers when company used a story telling to deliver core branding spirit or meanings; (2) to probe the negotiating circumstance between various media cultures used by brand managers and the meanings of consumption identified and practiced by consumers, and get understanding to the true meanings of consumption when customers purchase jewelry through the application of the constructing interactive model of meanings; (3) this study utilizes KISS KISS silver jewelry company as a case study to investigate how KISS KISS company to strengthen the linking of brand strategy between company and customers when the company is proceeding a story marketing, and further to propose the brand development strategy by utilizing story telling as main issues and tactics.
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Syu, Pei-Yu, and 許佩瑜. "An exploration of social marketing in kid’s clothing sales." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/78438p.
Full textAbstract:
碩士國立高雄應用科技大學
資訊管理系碩士在職專班
105
The aim of this study is to discuss the benefit of Roberta kids’ clothing that operates via a community website. Due to the emergence of borderless internet, advertisement and marketing are not limited by region and time, and this, helps to increase customers and profit. A recent survey indicates that kids’ clothing is purchased in Taiwan once in about every three to six months; the total expenditure is 2,001-3,000 dollars, and majority of consumers belong to the age group of 31-40 years. This shows that the need of buying kids’ clothing is much higher. This research uses bibliographic analysis of successful cases to design and practice applicable proposals for marketing, on the community website. In this study, Facebook was chosen as a medium for marketing on the community website. First, the operator’s concept of management needs to be understood. Second, marketing strategy analysis using (SWOT, STP, and 4P to derive results needs to be performed). After evaluating the results and expenses, Facebook fan page for marketing needs to be built and impressive brand stories for desirable customers to know more about Roberta need to be shared. Finally, sales activities on Facebook to attract new customers need to be regularly held.
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"Marketing strategies for a new clinical diagnostic product." Chinese University of Hong Kong, 1988. http://library.cuhk.edu.hk/record=b5887178.
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Tseng, Yi-Ju, and 曾忻茹. "The Study of the School Characteristics Marketing Strategy on Parental Selection of Kid’ Schools." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/78112471646314425495.
Full textAbstract:
碩士元智大學
資訊社會學碩士學位學程
101
This study aimed to investigate the effects of marketing strategies for on the operating characteristics of school the parental choice of schools. First, analysing the relationship of elementary school characteristics and marketing strategies; followed by analysis of the relationship between school marketing strategies and parental choice of schools. The study was based on data collected from elementary schools in Taoyuan County schools grade one parents for the survey. By stratified random sampling, 638 parents in 11 schools were chosen. Among them, 564 survey questionnaires were received, 546 were valid which were 85.6% of all questionnaires distributed. Data collected in for the statistical analysis： independent sample t test, one-way ANOVA, LSD post hoc comparison method. Finally,we have the following conclusions: 1.For Taoyuan County elementary school parents, the "path strategy" got most attention； while "pricing strategy" got relatively weak. 2.Different background of parents in the school had different perceptions of marketing strategies. 3."Environmental Education", "Information Education" and "Health and Physical Education"school characteristics win more parents agreement. 4.Schools should develop characteristics marketing strategy to make the parents have a deeper recognition on school.
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Velasques, Tiago Miguel Frasco. "Development of Real Time PCR Meat detection kits and technology market transfer." Master's thesis, 2018. http://hdl.handle.net/10362/55074.
Full textAbstract:
In recent years, food fraud cases have been increasing in Europe and, consequently, the consumer trust over the food sector quality have been decreasing. Thus, the existence of reliable, fast and low-cost methods to detect criminal adulteration of food becomes crucial.
In this thesis, four meat detection kits to detect chicken, turkey, horse and swine DNA in food matrices were developed, using Real Time PCR (Polymerase Chain Reaction) technique. The development was done through optimization of the four BIOPREMIER Real Time PCR detection kits produced and commercialized by BPMR. The optimization consisted in several Real Time PCR assays with different concentration of some reagents and different PCR programs in order to find the optimal conditions to the detection of each target. After the optimization, validation tests were performed to authenticate the newly created kits. These tests assessed that the performance of all four kits increased with specificity and inclusivity indicators greater than 98% and the Limit of Detection varying between 1pg and 10pg,
Besides the development of the kits, it was done a market analysis and designed a transfer to market strategy. The increasing concern for food safety and the competing technologies are factors that impact the commercialization of the kits. The target market are small or medium laboratories of food analysis, located in the EU, with Real Time PCR thermal ccycler with FAM and ROX channels. The marketing and business plan allowed the kits implementation in the market, creating the SUPREME Real Time PCR detection kit product line.
In summary, the SUPREME Real Time PCR detection kits value proposition consists in the delivery of low-cost, quick and qualitative tests to detect meat in food samples.
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徐玟玲. "Application in design of kid's painting image:"Marketing and visual design of Toon Yen Painting House" as the framework." Thesis, 2006. http://ndltd.ncl.edu.tw/handle/85965664827678654362.
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Rieker, Mark Ivan. "Packaging behaviour : developing action kits for the promotion of road safety." Thesis, 2005. http://hdl.handle.net/10413/1780.
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Recognising that road safety is a development priority in South Africa, this research project aims to compare the efficacy of the Social Marketing development communication approach with that of the education approach favoured by the National Department of Transport in road safety development interventions. The research is also driven by the identified need to explore the role of new Information and Communication Technologies (ICTs) in development.
To this end, road safety "action kits" were developed using Social Marketing principles and incorporating the use of interactive technology. Educational kits using information supplied by the National Department of Transport were also developed. The efficacy of the two interventions was compared by comparing the results of a road safety inventory across three groups of participants. These participants were learner drivers from Pietermaritzburg aged < 25 years and with access to the required technology. The first experimental group (N=36) received the action kits, the second experimental group (N=42) received the developed educational intervention and a third control group (N=40) received no intervention. The Social Marketing group was found to score higher than the education group across all items in the inventory (educational, attitudinal and
behavioural). The research concludes that the Social Marketing approach needs to be considered as an alternative to the current approach in road safety communication interventions. It also provides the basis for further exploration of the uses of ICTs in development interventions.Thesis (M.Soc.Sc.)-University of KwaZulu-Natal, Pietermaritzburg, 2005.
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Tu, Yiju, and 凃怡如. "The Relationship Among Experiential Marketing,Brand Image And Customer Loyalty－A Case Of Benesse’s Kid Audio--visual Material." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/94298408597392943572.
Full textAbstract:
碩士大葉大學
管理學院碩士在職專班
100
Thanks to high technology, modern civilization has been upgraded with increasing living standard. With the decline of birth rate, parents can pay more attention to their children’s education and recreation. Relevant businesses have been developed and laid emphasis on by the government and society. The multiple ways of marketing has been the trend to business success these days especially the experiential marketing. The study explains correlation of experiential marketing, brand image, and customer loyalty. It was conducted through a survey that gave questionnaire to the subjects---the readers of Benesse visual materials. There were 500 in total released and 352 valid ones collected. All data were analyzed with descriptive statistics ,t-statistics, factor analysis, one-way ANOVA, repression analysis and heierartical regression analysis. The result of the study includes: 1. Gender varies in behavioral and related experience and influence the value of brand image and customer loyalty. 2. Age also affects the overall value of cost image and brand image. 3. Occupation has an influence on marketing strategy, brand image and customer loyalty. 4. Education plays a role in sensory and emotional experience and the willingness. 5. Experiential marketing has a positive influence on brand image. 6. Brand image has a positive influence on customer loyalty. 7. Experiential marketing has a positive influence on customer loyalty.
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TSAI, JING-CHENG, and 蔡景丞. "Using Neural Networks to Predict the Prices of Different Kinds of Vegetables and Their Sales Volum – Take the Xiluo Agricultural Marketing Cooperation and Wholesale Vegetable Mark as an Example." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/4p7tn6.
Full textAbstract:
碩士國立雲林科技大學
工業工程與管理系
107
The big data analytics technology has been gaining momentum quickly in the last years, as an increasing number of business owners begin to adopt such technologies when they are trying to make big decisions. It is hoped that these innovative technologies may help them make smarter decisions and increase their business volume. Although this technology is based on solid theoretical background, it has encountered a variety of challenges when applied to different stores. This is because these stores are from very different industries; unsurprisingly they have to consider very different factors when making business predictions. Also, the information these stores receive might be presented in very different formats. Therefore, the authors need to take an interview with the business owner in the first place, in order to design an analytical algorithm that meets the specific needs of that said store. The aim of this paper was to help H Green Grocery, a small-sized store located in central Taiwan, to collect relevant open information, such as weather data and events calendar, in accordance with client-identified needs：predictions for vegetable prices and sales volume. Lastly the author employs recurrent neural networks to conduct the analysis for the client. The experimental results of this paper verify the validity of the algorithms we have designed for this case.
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"Vom Innovationsimpuls zum Markteintritt. Theorie, Praxis, Methoden." facultas WUV, 2014. http://epub.wu.ac.at/4414/1/Finale_Version_Vom_Innovationsimpuls_zum_Markteintritt_vom_verlag.pdf.
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Die Grenzregionen rund um die Zentren Bratislava und Wien gehören zu den am schnellsten wachsenden
Regionen in Europa - insbesondere die High-Tech-Industrie betreffend (www.contor-analyse.de). Ein
Erfolgsfaktor für kommerziell erfolgreiche High-Tech (Start Up) Unternehmen ist die frühzeitige
Identifikation von Nutzeranforderungen und Verkaufsargumenten bei Innovationen. Interdisziplinäre
Teams, die technisch und kaufmännisch ausgebildete Arbeitskräfte beinhalten, stellen die Basis für
unternehmerische Innovations-Erfolgsgeschichten dar.
Im August 2011 ist ein Team aus Forschern der Technischen
Universität Wien, der Wirtschaftsuniversität Wien, der Wirtschaftsuniversität Bratislava und des Inkubators INITS angetreten, High-Tech Unternehmen bei deren Markteintritt zu unterstützen und die universitäre Ausbildung von
Interessierten an Innovationen im B2B High-Tech-Bereich zu adaptieren. Das Projekt Grenzüberschreitendes HiTECH Center wurde gestartet (Projektlaufzeit 08/2011 bis 12/2013,
Förderprogramm ETC, creating the future: Programm zur grenzüberschreitenden Zusammenarbeit SLOWAKEI - ÖSTERREICH 2007-2013, www.hitechcentrum.eu). Zielsetzung war die Entwicklung einer Methodik für einen erfolgreichen Markteintritt in B2 B High-Tech-Märkten. Das Projekt wurde mit sieben Arbeitspaketen konzipiert. Arbeitspaket sechs betrifft eine Publikation der wichtigsten Lernergebnisse.
Die vorliegende Arbeit stellt dieses Ergebnis dar und wurde erst durch eine Projektverlängerung bis November 2014 ermöglicht.
Die Vorarbeiten zum Projekt und die erste Analysephase innerhalb der Projektlaufzeit zeigen eine Lücke
an Forschungsergebnissen zum Thema "Marketing Testbed" und von vergleichbaren interdisziplinären Lehrveranstaltungen an österreichischen Universitäten. Existierende Marketing- und Innovationslehrgänge beschäftigen sich in überwiegender Zahl mit B2C Themen und sind nicht interdisziplinär. Trotz der geografischen Nähe der beiden Länder Österreich und Slowakei ist die zu geringe Transparenz der Märkte - und der damit verbundenen Chancen - derzeit eine Barriere für eine schnellere Entwicklung dieser grenzüberschreitenden Region. Weiters besteht über die Grenzen hinaus
ein Mangel an interdisziplinär ausgebildetem Personal, das Marketingaufgaben der High-Tech-Anbieter effizient bearbeiten kann.
Dem Projektteam stellten sich daher unter anderem folgende Fragen: Mit welcher Methodik können High-Tech Start Up Unternehmen in frühen Innovationsphasen unterstützt werden, um einen erfolgreichen Markteintritt zu schaffen? Wie stark beeinflusst die Thematik "Multidisziplinäre
Kommunikation" den Prozess vom Innovationsimpuls zum Markteintritt? Wie können die Anforderungen der innovierenden High-Tech Firmen in die Universitätslehre integriert werden? Wie können interdisziplinäre Lehrformate - auch grenzüberschreitend - umgesetzt werden?
Das Projektteam konnte im Rahmen der Projektlaufz
eit ein erstes Regelwerk für Marketing Testbeds
entwickeln und dieses Wissen bereits in wissenschaftlichen Arbeiten und ersten Implementierungen anwenden. Insgesamt wurden am Institut für Marketing Management in Wien acht Arbeiten von Studierenden fertiggestellt (davon zwei Dissertationen). An der WU Bratislava wurden 17 studentische
Arbeiten abgeschlossen und sechs interdisziplinäre Projekte umgesetzt. Es fand ein intensive Wissensaustausch mit drei Synergieprojekten (INNOVMAT, DUO STARS, SMARTNET) statt und die Zwischenergebnisse des HiTECH Centrum Projekts waren die Basis für ein weiteres europäisches Projekt
(Projekt REALITY, Programm ERASMUS MUNDUS). Das Hauptergebnis des Projekts liegt in der Bestätigung der Wichtigkeit der multidisziplinären Kommunikation in allen Bereichen vom Innovationsimpuls zum Markteintritt. Für eine nachhaltige Wirkung der Projektergebnisse wird die
Gründung eines HiTECH Center Vereins sorgen, der sich mit den angestoßenen Forschungsthemen beschäftigt und High-Tech Start Ups in deren frühen Markteintrittsphasen unterstützt. (authors' abstract)