Bibliographic citations
Lema, S., Espinoza, A. (2019). Marketing de contenidos, como estrategia para el posicionamiento de marca de un salón Spa en la ciudad de Trujillo en el periodo 2018 [Tesis, Universidad Privada del Norte]. https://hdl.handle.net/11537/15107
Lema, S., Espinoza, A. Marketing de contenidos, como estrategia para el posicionamiento de marca de un salón Spa en la ciudad de Trujillo en el periodo 2018 [Tesis]. PE: Universidad Privada del Norte; 2019. https://hdl.handle.net/11537/15107
@misc{sunedu/3015754,
title = "Marketing de contenidos, como estrategia para el posicionamiento de marca de un salón Spa en la ciudad de Trujillo en el periodo 2018",
author = "Espinoza Aguilar, Ana Lucía",
publisher = "Universidad Privada del Norte",
year = "2019"
}
The present research was carried out with the objective of identifying the elements that a strategy of content marketing should have that allows the positioning of a Spa Salon brand in the city of Trujillo in the period of 2018, with the purpose of contribute to the sector, given the considerable progress that has been made in the last five years. The proposed objective was achieved by developing the methodology of a quantitative, not experimental, transversal research; the population studied was composed by women from 20 to 50 years of age, from socio economic levels A, B and C of the districts of Trujillo and Victor Larco, users of the different spa salons of the city of Trujillo. We worked with a sample of 380 women and the results were achieved through the application of personal survey in homes, using as a tool a structured questionnaire, the same one that was prepared by the authors and validated by experts. For the selection of the study elements, the multistage probabilistic sampling was taken into account. Thus, the following conclusions were reached: The content marketing strategy that allows the positioning of the Brand of a Spa Salon in the city of Trujillo in the period of 2018 would have the following elements: For the content, the information would have to be issued through the website of the company (Spa) or ads on internet, based on interviews and/or expert articles; with a format mainly audiovisual and supplemented with an interactive format: for this; it would be used as a channel, to online media and mobile applications; with the objective of entertaining and informing; having as a target audience current and potential customers. The current research is the first that is developed taking as variable the positioning and marketing of contents directly to the health and wellness sector in the city of Trujillo. This will be a predecesor for future investigations. In that sense, it is suggested that study uses qualitative and quantitative techniques for the gathering of information. In that sense, the analysis will be deepen enough.
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