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Castro, E., Toledo, M. (2022). Tu esencia es clave: plan de comunicación interna para Sol y Luna: esencias vitales [Universidad de Lima]. https://hdl.handle.net/20.500.12724/17243
Castro, E., Toledo, M. Tu esencia es clave: plan de comunicación interna para Sol y Luna: esencias vitales []. PE: Universidad de Lima; 2022. https://hdl.handle.net/20.500.12724/17243
@misc{renati/1440298,
title = "Tu esencia es clave: plan de comunicación interna para Sol y Luna: esencias vitales",
author = "Toledo Cueva, Maria Pia",
publisher = "Universidad de Lima",
year = "2022"
}
Title: Tu esencia es clave: plan de comunicación interna para Sol y Luna: esencias vitales
Authors(s): Castro Lingan, Erika Lissette; Toledo Cueva, Maria Pia
Advisor(s): Santillán Vásquez, Manuel Ángel
Keywords: Organizational communication; Cosmetics industry; Comunicación en las organizaciones; Industria de productos cosméticos
OCDE field: https://purl.org/pe-repo/ocde/ford#5.08.00
Issue Date: 2022
Institution: Universidad de Lima
Abstract: A pesar de los cambios sociales y económicos provocados por la pandemia, la
industria cosmética y de cuidado personal se ha adaptado a los hábitos de sus
consumidores en un sector altamente competitivo. Este es el caso de la empresa peruana
Sol & Luna, empresa que cuenta con 16 años de experiencia innovando y brindando
productos cosméticos naturales y de calidad, pensando en el bienestar y cuidado de la
piel de las mujeres peruanas.
Pese al liderazgo y reconocimiento de sus clientes como una lovemark local, se
detectaron oportunidades de mejora en la cultura dentro de la organización. El presente
trabajo desarrolla una estrategia de comunicación interna dividida en 4 fases, la cual
busca fortalecer la cultura y el sentido de pertenencia de sus colaboradores, con el fin de
que estén alineados al propósito de la compañía, fidelizarlos y convertirlos en los
principales embajadores de la marca.
Despite the social and economic changes caused by the pandemic, the cosmetic and personal care industry has adapted to the habits of its consumers in a highly competitive sector. This is the case of the Peruvian company Sol & Luna, a company that has 16 years of experience innovating and providing quality, natural cosmetic products, with the well-being and skin care of Peruvian women in mind. Despite its leadership and recognition by its clients as a local lovemark, opportunities for improvement in the culture within the organization were detected. The present work develops an internal communication strategy divided into 3 phases, which seeks to strengthen the culture and sense of belonging of its collaborators, so that they are aligned with the company's purpose, retain them and turn them into the main ambassadors of the brand.
Despite the social and economic changes caused by the pandemic, the cosmetic and personal care industry has adapted to the habits of its consumers in a highly competitive sector. This is the case of the Peruvian company Sol & Luna, a company that has 16 years of experience innovating and providing quality, natural cosmetic products, with the well-being and skin care of Peruvian women in mind. Despite its leadership and recognition by its clients as a local lovemark, opportunities for improvement in the culture within the organization were detected. The present work develops an internal communication strategy divided into 3 phases, which seeks to strengthen the culture and sense of belonging of its collaborators, so that they are aligned with the company's purpose, retain them and turn them into the main ambassadors of the brand.
Link to repository: https://hdl.handle.net/20.500.12724/17243
Discipline: Comunicación
Grade or title grantor: Universidad de Lima. Facultad de Comunicación.
Grade or title: Licenciado en Comunicación
Juror: Llontop Gómez, Mónica María; Monzon Zevallos, Cecilia Mariaeugenia; Santillán Vásquez, Manuel Ángel
Register date: 12-Dec-2022
This item is licensed under a Creative Commons License