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Garcia-Hjarles, R., (2022). Banco Azul [Universidad de Lima]. https://hdl.handle.net/20.500.12724/16332
Garcia-Hjarles, R., Banco Azul []. PE: Universidad de Lima; 2022. https://hdl.handle.net/20.500.12724/16332
@misc{renati/1439595,
title = "Banco Azul",
author = "Garcia-Hjarles Cevallos, Ricardo",
publisher = "Universidad de Lima",
year = "2022"
}
Title: Banco Azul
Authors(s): Garcia-Hjarles Cevallos, Ricardo
Keywords: Branding (Marketing); Internet banking; Trademarks; Advertising campaigns; Digital media; Banca en Internet; Marcas comerciales; Campañas publicitarias; Medios digitales
OCDE field: https://purl.org/pe-repo/ocde/ford#5.08.00
Issue Date: 2022
Institution: Universidad de Lima
Abstract: El objetivo del trabajo es desarrollar una campaña de marketing y publicidad para lanzar al mercado meta definido un banco 100% digital y/o nativo digital, es decir que no contará con ninguna oficina física, pero pondrá a disposición los productos más solicitados de la banca actual como lo son: créditos, cuentas de ahorros, tarjetas de crédito y tarjetas de débito. La campaña, predominantemente digital, estará dirigida a jóvenes y adultos jóvenes peruanos (18-35) hombres y mujeres de los niveles socio económicos ABC que viven con su familia, con su pareja, con roommates o solos, en todo el país. Se busca posicionar al banco no sólo como una solución moderna y muy simple de usar y acceder, sino también de que hay la posibilidad de desarrollar banca responsable, ayudando a que el cliente satisfaga sus necesidades y al mismo tiempo pueda ayudar a que la comunidad donde vive crezca. La idea es responder a la disposición del público objetivo que no sólo quiere un buen producto, sino un producto que represente una causa real de ayuda social.
The objective of this work is to develop a marketing and advertising campaign to launch a 100% native digital bank in Perú to specific target. This digital bank it will not have any physical office, but will have the most requested banking products available. such as loans, savings accounts, credit cards and debit cards. The campaign, predominantly digital, will be aimed at peruvian youth and young adults (18-35) men and women of the ABC socioeconomic levels who live with their family, with their partner, with roommates or alone, throughout the country. We seek to position the bank not only as a modern solution that is very simple to use and access, but also that there is the possibility of developing responsible banking, helping the customer to meet their needs and at the same time helping the community where live grow up. The idea is to respond to the disposition of the target that not only wants a good product, but a product that represents a real cause of social help.
The objective of this work is to develop a marketing and advertising campaign to launch a 100% native digital bank in Perú to specific target. This digital bank it will not have any physical office, but will have the most requested banking products available. such as loans, savings accounts, credit cards and debit cards. The campaign, predominantly digital, will be aimed at peruvian youth and young adults (18-35) men and women of the ABC socioeconomic levels who live with their family, with their partner, with roommates or alone, throughout the country. We seek to position the bank not only as a modern solution that is very simple to use and access, but also that there is the possibility of developing responsible banking, helping the customer to meet their needs and at the same time helping the community where live grow up. The idea is to respond to the disposition of the target that not only wants a good product, but a product that represents a real cause of social help.
Link to repository: https://hdl.handle.net/20.500.12724/16332
Discipline: Comunicación
Grade or title grantor: Universidad de Lima. Facultad de Comunicación.
Grade or title: Licenciado en Comunicación
Juror: Gatjens Cáceres, Christopher; Vidurrizaga Costa, Rosario; Galdo Jiménez, Alfredo
Register date: 26-Jul-2022
This item is licensed under a Creative Commons License