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Cross, A., Villavisencio, V. (2023). Atemporal: café peruano [Universidad de Lima]. https://hdl.handle.net/20.500.12724/18597
Cross, A., Villavisencio, V. Atemporal: café peruano []. PE: Universidad de Lima; 2023. https://hdl.handle.net/20.500.12724/18597
@misc{renati/1438662,
title = "Atemporal: café peruano",
author = "Villavisencio Mesia, Valeria Alexandra",
publisher = "Universidad de Lima",
year = "2023"
}
Título: Atemporal: café peruano
Asesor(es): Caro Vela, Laura Sara
Palabras clave: Café; Industria del café; Planeamiento estratégico; Coffee; Coffee industry; Strategic planning
Campo OCDE: https://purl.org/pe-repo/ocde/ford#5.08.00
Fecha de publicación: 2023
Institución: Universidad de Lima
Resumen: Luego de que la pandemia haya modificado el comportamiento del consumidor
peruano en los cafés (Euromonitor International, 2023), la marca Atemporal se enfrenta
al reto de atraer a los consumidores de vuelta a las cafeterías, invitarlos a pasar momentos
únicos y atemporales en la comodidad de los locales e intercambiar momentos de
intimidad y cercanía a través de algunas historias. Durante la resolución del caso se busca
generar una estrategia de lanzamiento exitosa para la nueva marca que logré aprovechar
las oportunidades existentes en el mercado de cafeterías peruanas.
Tras un análisis del entorno competitivo y una segmentación exhaustiva, se
delimitó como público objetivo a los jóvenes entre 20-35 años del sector socioeconómico
A y B. Su comportamiento y percepción de la marca fueron la base para la elaboración
de un lanzamiento que se alinea con sus intereses y posiciona a la marca como líder en
su segmento.
Con el apoyo de fuentes primarias y secundarias se logró la elaboración de una
propuesta de lanzamiento para Atemporal café con un enfoque de comunicación 360°,
donde se presentó un brandbook y concepto base para la marca, un brief completo del
evento de lanzamiento, una estrategia con enfoque en P.R y digital y, finalmente, un
presupuesto desglosado.
After the pandemic modified the behavior of Peruvian coffee consumers, the brand Atemporal faces the challenge of attracting customers back to coffee shops, inviting them to spend unique and timeless moments in the comfort of the premises and exchange moments of intimacy and closeness through some stories. During the case resolution, a successful launch strategy that encompasses the advantages and opportunities of the peruvian coffee shops market is sought for the new brand. After an analysis of the competitive environment and exhaustive segmentation, young people between 20-35 years old from socioeconomic sectors A and B were delimited as the target audience. Their behavior and perception of the brand were the basis for the development of a launch that aligns with their interests and positions the brand as a leader in its segment. With the support of a market study equipped with qualitative and quantitative variants, a launch proposal was elaborated for Atemporal café with a 360° communicational approach, where a brand book and base concept for the brand were presented, a complete event brief, a strategy with a focus on P.R and digital, and finally, a detailed budget.
After the pandemic modified the behavior of Peruvian coffee consumers, the brand Atemporal faces the challenge of attracting customers back to coffee shops, inviting them to spend unique and timeless moments in the comfort of the premises and exchange moments of intimacy and closeness through some stories. During the case resolution, a successful launch strategy that encompasses the advantages and opportunities of the peruvian coffee shops market is sought for the new brand. After an analysis of the competitive environment and exhaustive segmentation, young people between 20-35 years old from socioeconomic sectors A and B were delimited as the target audience. Their behavior and perception of the brand were the basis for the development of a launch that aligns with their interests and positions the brand as a leader in its segment. With the support of a market study equipped with qualitative and quantitative variants, a launch proposal was elaborated for Atemporal café with a 360° communicational approach, where a brand book and base concept for the brand were presented, a complete event brief, a strategy with a focus on P.R and digital, and finally, a detailed budget.
Enlace al repositorio: https://hdl.handle.net/20.500.12724/18597
Disciplina académico-profesional: Comunicación
Institución que otorga el grado o título: Universidad de Lima. Facultad de Comunicación.
Grado o título: Licenciado en Comunicación
Jurado: Lock Chavera, Alexei; Caro Vela, Laura Sara; Gatjens Cáceres, Christopher Joseph
Fecha de registro: 25-jul-2023
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