Plan de marketing digital para la empresa joyería Florence para el año 2018 en la ciudad de Bogotá localidad de Usaquén

Abstract

La fundación de la joyería se da a mediados de los años 50 bajo la tutela del señor Saul Goldstein en el centro de Bogotá, quien nombró el local comercial bajo el nombre de Joyería Firence. El señor Goldstein de ascendencia judía y conocedor del mercado de joyas la tuvo bajo su custodia durante 4 décadas. En los años 90, luego de muchos años de trabajo decide retirarse y poner en venta su negocio. La familia Saboya Salgado decide comprar el know how y el nombre de la misma en diciembre de 1991. Los esposos Gloria Salgado de Saboya y Fernando Saboya decidieron emprender la renovación del negocio con una nómina de 3 joyeros y un relojero. Un año después de la compra del negocio, tienen que recurrir al cambio de nombre de la joyería puesto que había otra sucursal con el mismo nombre en Bogotá. De tal forma que en 1992 nace la Joyería Florence Se considera que Florence es la joyería con más antigüedad del sector, conserva su nombre desde hace dos décadas y su know how. La última remodelación de la joyería fue hace cuatro años. Some activities are very traditional, in all places we find different activities that resist to enter the new trends, for example the jewelry in Colombia, this is an activity very important, it´s marked for the commerce of emeralds, because it´s a precious stone recognized in all the world how the stones with the major quality. Formerly the sales of jewelry only can to make in a recognized place called jewelry, this type of business were familiar and this is a reason why the change is a little difficult. Although some entities deal to offer support in different areas such as marketing, design, finance, among other, it´s not possible to convince many people to make changes and enter to the new ways of doing business. Actually gold jewelry has been displaced for silver jewelry, for different reasons how price, the speed of changes in fashion, security to use in the street, etc, this is a principal problem for the traditional jewelries, and this is the focus of this investigation, how to implement strategies to improve sales. For this investigation was carried out a survey which showed that women are willing to buy silver jewelry with exclusive designs, additionally willing to pay high prices for this. Also the survey shows that the women could buy online. Finally the result is the approach of a strategy of digital marketing for the Florence jewelry. This strategy includes social networks like Facebook, Twitter, Linkedin, Google analytics, Instagram y Youtube. Presence in beauty portals, accessories and fashion, Interactive web page, different apps to cell phone, tablets, etc. Finally we find that the market of silver jewelry is going up, people wish new accessories and we can find many other niche markets, you just have to find and design an appropriate strategy for each one.