Estrategias de posicionamiento para un nuevo parque cementerio en Cúcuta: un enfoque de marketing Post-pandemia
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Fecha
2025
Autores
Espinosa Rincón, Claudia Marcela
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Editor
Ediciones Universidad Simón Bolívar
Facultad de Administración y Negocios
Facultad de Administración y Negocios
Resumen
¿La investigación propone estrategias de posicionamiento para un nuevo parque cementerio en Cúcuta en el que se crean ideas para atender las necesidades funerarias tras la crisis sanitaria causada por la COVID-19 que permitió
evidenciar la falta de capacidad de los cementerios actuales para manejar un aumento en la demanda haciendo que fuera necesario que las nuevas instalaciones proporcionen un espacio adecuado para los entierros y que tengan la
capacidad de ofrecer servicios con un enfoque innovador y respetuoso hacia las prácticas funerarias y las expectativas sociales actuales. Las estrategias se fundamentan en tres ejes que tienen que ver con el marketing emocional,
segmentación de mercado y sostenibilidad, dentro de estos ejes el marketing emocional busca humanizar el servicio funerario al conectarlo con las familias en duelo y ofreciendo servicios personalizados según culturas y creencias, en cuanto a la segmentación de mercado se identifican nichos de clientes con diversas expectativas que prefieren servicios tradicionales hasta aquellos que demandan prácticas modernas tales como los entierros ecológicos y tecnología funeraria avanzada permitiendo al parque cementerio posicionarse como una opción única, y por último la sostenibilidad que responde a la creciente preocupación ambiental al integrar prácticas ecológicas como ataúdes
biodegradables y jardines conmemorativos sostenibles. Estas innovaciones mejoran la percepción pública al posicionar al cementerio como líder en prácticas responsables y en el que las estrategias de marketing propuestas resuelven la saturación de cementerios al ofrecer un valor añadido alineado con los valores contemporáneos en un mundo transformado por la pandemia.
The research proposes positioning strategies for a new cemetery park in Cúcuta in which ideas are created to meet funeral needs after the health crisis caused by COVID-19 that revealed the lack of capacity of current cemeteries to handle an increase in demand, making it necessary for new facilities to provide adequate space for burials and to have the capacity to offer services with an innovative and respectful approach to funeral practices and current social expectations. The strategies are based on three axes that have to do with emotional marketing, market segmentation and sustainability. Within these axes, emotional marketing seeks to humanize the funeral service by connecting it with grieving families and offering personalized services according to cultures and beliefs. In terms of market segmentation, niches of clients with diverse expectations are identified, who prefer traditional services to those who demand modern practices such as ecological burials and advanced funeral technology, allowing the cemetery park to position itself as a unique option. Finally, sustainability, which responds to the growing environmental concern by integrating ecological practices such as biodegradable coffins and sustainable memorial gardens. These innovations improve public perception by positioning the cemetery as a leader in responsible practices and in which the proposed marketing strategies solve the saturation of cemeteries by offering added value aligned with contemporary values in a world transformed by the pandemic.
The research proposes positioning strategies for a new cemetery park in Cúcuta in which ideas are created to meet funeral needs after the health crisis caused by COVID-19 that revealed the lack of capacity of current cemeteries to handle an increase in demand, making it necessary for new facilities to provide adequate space for burials and to have the capacity to offer services with an innovative and respectful approach to funeral practices and current social expectations. The strategies are based on three axes that have to do with emotional marketing, market segmentation and sustainability. Within these axes, emotional marketing seeks to humanize the funeral service by connecting it with grieving families and offering personalized services according to cultures and beliefs. In terms of market segmentation, niches of clients with diverse expectations are identified, who prefer traditional services to those who demand modern practices such as ecological burials and advanced funeral technology, allowing the cemetery park to position itself as a unique option. Finally, sustainability, which responds to the growing environmental concern by integrating ecological practices such as biodegradable coffins and sustainable memorial gardens. These innovations improve public perception by positioning the cemetery as a leader in responsible practices and in which the proposed marketing strategies solve the saturation of cemeteries by offering added value aligned with contemporary values in a world transformed by the pandemic.
Descripción
Palabras clave
Posicionamiento, Marketing emocional, Segmentación de mercado, Sostenibilidad, Innovación
