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KADIA

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dc.contributor.advisorBorda García, Eliana Carolina
dc.creatorCarranza Martínez, Karoll Valeria
dc.creatorCastañeda García, Gabriela
dc.creatorCéspedes Hernández, Karen Yineth
dc.creatorCortés Bastidas, Laura Alejandra
dc.creatorRippe Beltrán, Diana Alejandra
dc.creatorSuárez Villamil, María Camila
dc.creator.degreeAdministrador de Logística y Producciónspa
dc.creator.degreeAdministrador de Negocios Internacionales
dc.creator.degreeProfesional en Marketing y Negocios Digitales
dc.creator.degreeLevelPregrado
dc.date.accessioned2025-12-15T19:20:07Z
dc.date.available2025-12-15T19:20:07Z
dc.date.created2025-12-08
dc.descriptionSe presenta la construcción de KADIA, una marca de maquillaje con activos para el cuidado de la piel, cuyo objetivo es reducir el impacto medioambiental de la industria y mejorar el autoestima de las mujeres. Se ha detectado que las mujeres, indican sentirse incómodas con su piel y que en el mercado no existen productos de maquillaje que ayuden a mitigar sus problemas cutáneos. Para la investigación previa al desarrollo del producto se hizo el análisis de los competidores y mercado. Además, el Buyer Persona, Business Model Canvas y Customer Journey, fueron herramientas claves para el entendimiento del cliente, su proceso de decisión de compra y cómo suplir su necesidad superando sus expectativas. Por esto su aplicación a lo largo del trabajo demuestra su importancia al iniciar un proyecto de este tipo. Se describe el modelo de negocio, la propuesta de valor y monetización. Se mencionan y describen las aplicaciones y usos del marketing digital y estrategias relevantes para el posicionamiento de marca (SEO, anuncios segmentados, campañas de remarketing y contenido UGC). Finalmente, se hicieron encuestas y entrevistas que confirmaron que el producto resulta atractivo para las personas y existe intención de compra, validando su viabilidad y potencial de aceptación.
dc.description.abstractThe project presents the creation of KADIA, a makeup brand with skincare active ingredients, whose goal is to reduce the industry's environmental impact and improve women's self-esteem. It has been detected that women report feeling uncomfortable with their skin and that there are no makeup products on the market that help alleviate their skin problems. Competitor and market analysis was conducted for the research prior to product development. Furthermore, the Buyer Persona, Business Model Canvas, and Customer Journey were key tools for understanding the customer, their purchasing decision-making process, and how to meet their needs while exceeding their expectations. Therefore, their application throughout the project demonstrates their importance when starting a project of this type. The business model, value proposition, and monetization are described. The applications and uses of digital marketing and relevant strategies for brand positioning (SEO, targeted ads, remarketing campaigns, and UGC content) are mentioned and described. Finally, surveys and interviews were conducted, confirming that the product is attractive to people and that there is an intention to purchase it, thus validating its viability and potential for acceptance.
dc.format.extent98 pp
dc.format.mimetypeapplication/pdf
dc.identifier.urihttps://repository.urosario.edu.co/handle/10336/47141
dc.language.isospa
dc.publisherUniversidad del Rosario
dc.publisher.departmentEscuela de Administración
dc.publisher.programAdministración de Negocios Internacionales
dc.publisher.programAdministración en logística y Producción
dc.publisher.programMarketing y Negocios Digitales
dc.publisher.programAdministración de Negocios Internacionales
dc.publisher.programAdministración en Logística y Producción
dc.publisher.programMarketing y Negocios Digitales
dc.rightsAttribution-NonCommercial-ShareAlike 4.0 International*
dc.rights.accesRightsinfo:eu-repo/semantics/openAccess
dc.rights.accesoAbierto (Texto Completo)
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dc.source.instnameinstname:Universidad del Rosario
dc.source.reponamereponame:Repositorio Institucional EdocUR
dc.subjectCuidado de la piel
dc.subjectSkincare
dc.subjectDermocosmética
dc.subjectAntioxidantes
dc.subjectBelleza
dc.subjectSalud
dc.subjectAcné
dc.subjectMaquillaje
dc.subjectActivos naturales
dc.subjectTratamientos cutáneos
dc.subjectBrotes
dc.subjectIrritación
dc.subjectRedes sociales
dc.subject.keywordSkin care
dc.subject.keywordDermocosmetics
dc.subject.keywordAntioxidants
dc.subject.keywordBeauty
dc.subject.keywordHealth
dc.subject.keywordAcne
dc.subject.keywordMakeup
dc.subject.keywordNatural active ingredients
dc.subject.keywordSkin treatments
dc.subject.keywordBreakouts
dc.subject.keywordIrritation
dc.subject.keywordSocial media
dc.titleKADIA
dc.typebachelorThesis
dc.type.hasVersioninfo:eu-repo/semantics/acceptedVersion
dc.type.spaTrabajo de grado
local.department.reportEscuela de Administración
local.regionesBogotá
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Pregrado en Administración de Negocios Internacionales
Pregrado en Administración en Logística y Producción
Pregrado en Marketing y Negocios Digitales