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Reves, O., (2021). Campaña de lanzamiento de RapiAvena, la avena instantánea [Universidad de Lima]. https://hdl.handle.net/20.500.12724/13884
Reves, O., Campaña de lanzamiento de RapiAvena, la avena instantánea []. PE: Universidad de Lima; 2021. https://hdl.handle.net/20.500.12724/13884
@misc{renati/1440592,
title = "Campaña de lanzamiento de RapiAvena, la avena instantánea",
author = "Reves Salazar, Omar Elias",
publisher = "Universidad de Lima",
year = "2021"
}
Title: Campaña de lanzamiento de RapiAvena, la avena instantánea
Authors(s): Reves Salazar, Omar Elias
Keywords: Advertising campaigns; Positioning (Advertising); Trademarks; Oats; Campañas publicitarias; Posicionamiento (Publicidad); Marcas comerciales; Avena
OCDE field: https://purl.org/pe-repo/ocde/ford#5.08.00
Issue Date: 2021
Institution: Universidad de Lima
Abstract: El presente trabajo consiste en el lanzamiento de RapiAvena, una nueva marca de avena instantánea que busca ingresar al mercado peruano. Se prepara en solo 90 segundos, sus granos son 100% reforzados con quinua y kiwicha y es ofrecida en cuatro sabores distintos. Mediante el análisis externo, la evaluación de la competencia y el seguimiento de indicaciones del brief inicial, se planteó una identidad de marca, sostenida con un concepto creativo resultante de las encuestas y entrevistas al publico objetivo. Seguido de esto se establecieron estrategias y objetivos de marketing y comunicación para lograr un exitoso lanzamiento de producto.
The presented project consists of the launch of RapiAvena, a new instant oat brand that seeks to enter the peruvian market. The product is prepared in just 90 seconds, its grains are 100% reinforced with quinoa and kiwicha and it is offered in four different flavors. Through the external analysis, the evaluation of the competition and the follow-up of the indications of the initial brief, a brand identity was proposed, sustained with a creative concept resulting from the surveys and interviews with the target audience. Following this, marketing and communication strategies and objectives were established to achieve a successful product launch.
The presented project consists of the launch of RapiAvena, a new instant oat brand that seeks to enter the peruvian market. The product is prepared in just 90 seconds, its grains are 100% reinforced with quinoa and kiwicha and it is offered in four different flavors. Through the external analysis, the evaluation of the competition and the follow-up of the indications of the initial brief, a brand identity was proposed, sustained with a creative concept resulting from the surveys and interviews with the target audience. Following this, marketing and communication strategies and objectives were established to achieve a successful product launch.
Link to repository: https://hdl.handle.net/20.500.12724/13884
Discipline: Comunicación
Grade or title grantor: Universidad de Lima. Facultad de Comunicación.
Grade or title: Licenciado en Comunicación
Juror: Muñiz Iturburu, Beatriz; Lama Woolcott, Fiorella; Mejía Perea, Eduardo
Register date: 11-Aug-2021
This item is licensed under a Creative Commons License