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Now showing 1 - 5 of 10

Recent Submissions

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IMPLEMENTAR UN MODELO DE SEGMENTACION DE CLIENTES EFICAZ PARA MEJORAR LA PERSONALIZACION, AUMENTAR LA RETENCION, OPTIMIZAR CAMPAÑAS DE MARKETING DE LAS DIFERENTES UNIDADES DE NEGOCIOS DE LA AGENCIA MATRIZ EN AGRISEED.

(2025) VERA GAME LORENA ALEXANDRA

Agriseed S.A. is one of the leading companies in the production, distribution, and marketing of inputs for the local and international agribusiness. The company offers its customers an extensive line of products for the agricultural, livestock, aquaculture, and pet sectors. The objective was to implement a segmentation model based on user experience, behavior, reaction to marketing campaigns, and the information obtained from interactions with Agriseed. This will allow for providing value to customers and will result in an increase in leads and conversions. The selected alternative was segmentation by customer value and loyalty because it offers a balance between investment, impact, and risk, in addition to the ability to quickly measure results and the possibility of scaling towards segmentation by customer value through enriched data. An estimated increase in total sales of >10% to 20% is expected, a reduction in the customer churn rate from <8% to <15% in Gold and Black segmentations, and an increase in CLV (Customer Lifetime Value) of >15%.

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IMPLEMENTACION DE UN ASISTENTE VIRTUAL PARA ESCALAR CANALES DIGITALES DE VENTA DE SEGUROS INCLUSIVOS

(2025) SÁNCHEZ JIJÓN XAVIER ENRIQUE; ZAMBRANO MIRANDA EVELEYN DEL CARMEN

The case analyzes the digital transformation of an insurance brokerage through the comparative evaluation of three strategic alternatives: the implementation of a Virtual Assistant Platform (AVI), the use of gamified microlearning, and a multichannel customer service platform. The main objective is to modernize the customer experience, optimize commercial management, increase sales conversion rates, and professionalize the sales force— leveraging scalable technology, automation, and phased implementation strategies.

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TRANSFORMACIÓN DIGITAL DE COFFEE & CAKES PANADERÍA ARTESANAL: ESTRATEGIA DE MARKETING DIGITAL PARA EL CRECIMIENTO DE VENTAS ONLINE.

(2025) RAMIREZ DUQUE SEBASTIAN

Coffee & Cakes is an artisanal bakery with a strong cultural identity, yet its growth is limited by a weak digital presence. This project proposes a comprehensive digital marketing strategy to enhance its value proposition, foster customer loyalty, and increase online sales. The study assesses the bakery’s current situation, highlights digital strategy gaps, and suggests viable solutions through social media, a website, and targeted advertising. Digital transformation is viewed as a clear opportunity to expand the market and build a competitive position in the digital environment. Three strategic alternatives were considered: internal management, outsourcing to an agency, and developing a website with e-commerce plus a mixed strategy. The latter was chosen for its profitability, scalability, and customer retention potential.

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IMPLEMENTACIÓN DE UN PLAN DE MARKETING DIGITAL EXPERIENCIAL PARA IMPULSAR EL CRECIMIENTO DE THE MOUSTACHE CO. EN REDES SOCIALES Y CANALES DIGITALES.

(2025) PEÑA VELOZ WALTER GUILLERMO; VÁSQUEZ OCHOA ÁNGELO DAVID

The Moustache Co. is a five-year-old barbershop aiming to strengthen its growth through an experiential digital marketing plan. The strategy will focus on social media and digital platforms to communicate its premium experience, build customer loyalty, and foster a strong online community. Through authentic content, emotional campaigns, storytelling, and participatory activations, the brand aims to increase social media engagement by 30% and improve customer retention by 20%. The main challenge is to translate the in-store premium experience into the digital space, positioning the brand as a stylish, authentic, and emotionally engaging reference in its sector.

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PLAN DE MARKETING DIGITAL PARA INCREMENTAR LAS RESERVAS DIRECTAS: CASO GRAND HOTEL SANTA ANA EN CUENCA- ECUADOR

(2025) NARANJO ESPINOZA DIEGO NICOLAS; VIVIANCO CALDERON MARIA SOLEDAD

This project proposes the implementation of a digital marketing plan with the aim of increasing direct bookings through the use of in-house channels, reducing dependence on intermediary platforms such as Booking or Expedia. The strategy seeks to optimize profitability and strengthen the Grand Hotel Santa Ana's positioning in the local and national market. The proposal aims to improve the hotel's profitability and commercial control.