Bibliographic citations
Castro, L., Sare, A. (2024). Incremento de posicionamiento de marca utilizando el Mapa de Empatía y el Inbound Marketing para la promoción por redes sociales de una pyme del sector cafetería, en el departamento de Amazonas [Trabajo de Suficiencia Profesional, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/683702
Castro, L., Sare, A. Incremento de posicionamiento de marca utilizando el Mapa de Empatía y el Inbound Marketing para la promoción por redes sociales de una pyme del sector cafetería, en el departamento de Amazonas [Trabajo de Suficiencia Profesional]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2024. http://hdl.handle.net/10757/683702
@misc{renati/1300756,
title = "Incremento de posicionamiento de marca utilizando el Mapa de Empatía y el Inbound Marketing para la promoción por redes sociales de una pyme del sector cafetería, en el departamento de Amazonas",
author = "Sare Arredondo, Alexandra Jazmin",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2024"
}
The purpose of this document is to address the issue of the lack of brand positioning on social media faced by a coffee shop in the city of Rodríguez de Mendoza, Amazonas – Peru. To achieve this, the Empathy Map and Inbound Marketing strategies were applied to attract the target audience to the coffee shop's social media presence and turn them into loyal followers within its market niche. This was evaluated using brand positioning indicators before and after the improvements. Although there are various previous studies related to the lack of brand positioning on social media, which employ different solution tools focused on companies from various industries such as hospitality and tourism in developed countries, this research aims to be applied in a small city. The existing studies mainly focus on large or medium-sized companies in developed countries. Additionally, the contribution is centered on establishing a digital marketing plan model for a small coffee business to enhance its online brand positioning. This model can also be adapted for future research according to the specific needs of each business. This research was validated through a case study of a small coffee business in its commercial management processes. The main results showed an increase in brand perception compared to competitors, customer satisfaction, interactions, and the number of followers. In conclusion, the techniques employed improved brand positioning.
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