Browsing by Autor "Ana María Arboleda Arango"

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CASO DE ESTUDIO. CAEN LOS PANTALONCILLOS
(Universidad Icesi, 2008) Ana María Arboleda Arango; Elsa María Coello C.; Gloria María Cuevas S.; Lina Marcela Gómez M.
The first step while exploring the possibility of doing marketing research is to understand the research problem. Within this case study the student deals with the situation presented for Diseños para EL Interior S.A., a company of the clothing industry in Colombia that manufactures men’s underwear. The case (Falling underwear) shows the most common process that marketing teams go through as they encounter negative brand performance, in this case a significant drop in sales (20% in a year). This is a natural situation given that each group member has his/her own brand experience, which enhances their own hypothesis; additionally each one has his/her own expectations from the results of a marketing research activity. After discussing experiences, hypothesis and perceptions, the team finally agrees to engage in a marketing research process. The case study suggests how this agreement leads to a brief in which the team contextualizes conditions the brand is facing, and explains research objectives and sample group. The reading offers information which enables the student to elaborate the brief demanding marketing research.
PERCEPCIONES DEL COLOR Y DE LA FORMA DE LOS EMPAQUES: UNA EXPERIENCIA DE APRENDIZAJE
(Universidad Icesi, 2008) Ana María Arboleda Arango
The meaning consumers give to product packages’ colors and shapes takes place given their experience with packages themselves and with the use of products. This document analyses this issue from a qualitative and exploratory perspective through the use of focus groups. Thus, results suggest that consumers look for and expect to find certain characteristics on the packages, regarding their color and shape, that allow them to more easily recognize the product, its qualities and usefulness. Finally, given consumers tendency to generalize symbols throughout a category, it is recommended to maintain codes within the category in order to guarantee consumers product recognition and avoid confusions with other type of products. Having a package with different characteristics from those of the category, it is recommended to implement communications strategies in order to guarantee consumers learning of new symbols on the package.