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Medina, A., (2021). Plan estratégico de comunicación externa para cineplanet [Universidad de Lima]. https://hdl.handle.net/20.500.12724/14732
Medina, A., Plan estratégico de comunicación externa para cineplanet []. PE: Universidad de Lima; 2021. https://hdl.handle.net/20.500.12724/14732
@misc{renati/1441820,
title = "Plan estratégico de comunicación externa para cineplanet",
author = "Medina Astete, Anais Andrea",
publisher = "Universidad de Lima",
year = "2021"
}
Title: Plan estratégico de comunicación externa para cineplanet
Authors(s): Medina Astete, Anais Andrea
Keywords: Communication in organizations; Strategic planning; Corporate image; Internet advertising; Comunicación organizacional; Planeamiento estratégico; Imagen corporativa; Publicidad por Internet
OCDE field: https://purl.org/pe-repo/ocde/ford#5.08.00
Issue Date: 2021
Institution: Universidad de Lima
Abstract: Cineplanet es una empresa dedicada a la operación de salas de cines con 22 años en el
mercado peruano y 39 complejos a nivel nacional. Una de sus principales estrategias para
lograr el liderazgo en el mercado ha sido su integración con el Grupo Intercorp, así como
también a otros centros comerciales como el Grupo Wong y Breca. No obstante, en marzo
del 2020, con la llegada de la COVID-19 al Perú, se vieron obligados a parar sus
operaciones por más de año y medio. Además, su reputación se vio sumamente dañada
pues, una vez declarada la cuarentena en el país, la empresa despidió a cientos de sus
colaboradores a tiempo parcial, y ello se difundió rápidamente en los medios y redes
sociales.
A raíz de su reapertura, la empresa busca captar talento joven para que se unan a su equipo
de trabajo bajo contratos temporales, además de mejorar su reputación como empleador
en redes sociales. Es por ello que, el presente plan de comunicación, tiene como objetivo
mejorar la reputación actual de Cineplanet como empleador ante los jóvenes millennials.
Esto se dará mediante una estrategia de social media y difusión de marca empleadora,
teniendo como principal aliado a los colaboradores, quienes cumplirán el rol de
embajadores de marca y a los medios de comunicación, pues son estos quienes tomaron
un papel importante en la difusión del problema que afrontó Cineplanet.
Cineplanet is a company dedicated to the operation of movie theaters with 22 years in the Peruvian market and 39 complexes nationwide. One of its main strategies to achieve market leadership has been its integration with the Intercorp Group, as well as with other shopping centers such as the Wong and Breca’s Group. In March 2020, with the arrival of COVID-19 in Peru, they were forced to stop operations for more than a year and a half. In addition, their reputation was extremely damaged because, once the quarantine was declared in the country, the company laid off hundreds of its part-time employees, which was quickly reported in the media and social networks. Following its reopening, the company seeks to attract young talent to join its team under temporary contracts, in addition to improving its reputation as an employer in social networks. Therefore, this communication plan aims to improve Cineplanet's current reputation as an employer among young millennials. This will be achieved through a social media strategy and employer brand positioning, having as its main ally the employees, who will play the role of brand ambassadors, and the media, since they are the ones who played an important role in the dissemination of the problem faced by Cineplanet.
Cineplanet is a company dedicated to the operation of movie theaters with 22 years in the Peruvian market and 39 complexes nationwide. One of its main strategies to achieve market leadership has been its integration with the Intercorp Group, as well as with other shopping centers such as the Wong and Breca’s Group. In March 2020, with the arrival of COVID-19 in Peru, they were forced to stop operations for more than a year and a half. In addition, their reputation was extremely damaged because, once the quarantine was declared in the country, the company laid off hundreds of its part-time employees, which was quickly reported in the media and social networks. Following its reopening, the company seeks to attract young talent to join its team under temporary contracts, in addition to improving its reputation as an employer in social networks. Therefore, this communication plan aims to improve Cineplanet's current reputation as an employer among young millennials. This will be achieved through a social media strategy and employer brand positioning, having as its main ally the employees, who will play the role of brand ambassadors, and the media, since they are the ones who played an important role in the dissemination of the problem faced by Cineplanet.
Link to repository: https://hdl.handle.net/20.500.12724/14732
Discipline: Comunicación
Grade or title grantor: Universidad de Lima. Facultad de Comunicación.
Grade or title: Licenciado en Comunicación
Juror: Llontop Gómez, Mónica; Struyf Palacios, Erik; Santillán Vásquez, Manuel
Register date: 14-Dec-2021
This item is licensed under a Creative Commons License