TY  - THES 
TI  - Plan de mercadeo Megamail: investigación aplicada
PB  - Universidad Icesi
PY  - 2013
UR  - http://hdl.handle.net/10906/76294
AB  - STP Networks Inc. is a technology solutions company founded more than nine years ago. Mainly known for its brand EXISTAYA, in the area of digital marketing, it has been designing more effective means of communication for clients. Among its communication tools, the company created a mass email sending platform, whose sales have been increasing significantly since last year.
That is why STP Networks Inc. decided to separate its mass email sending platform as an idependent brand called MEGAMAIL. The need for a structured marketing plan became evident. In order to successfully launch and position its new brand in the market, information was required and next steps had to be defined.
This paper aims to address this need by preparing a marketing plan that suits the company, providing information of the company´s current environment and business sector and then detailing special items such as:
• Market Segmentation
• Target Market
• Customer profileValue proposition
• Price
• Advertising and promotions
• Customer Service
Brand monitoring and development is the most important aspect of this marketing plan. Indicators are proposed in order to determine if the market and financial goals -jointly defined with the company- are being reached, so as to identify strengths and areas for improvement that will enable the brand to succeed.
KW  - Facultad de Ciencias Administrativas y Económicas
KW  - Producción intelectual registrada - Universidad Icesi
KW  - Plan de mercadeo
KW  - Segmentación del mercado
KW  - Perfil del consumidor
KW  - Preferencias de los consumidores
ER  -