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Jiménez, J., (2021). Campaña de lanzamiento para la avena instantánea Silf [Universidad de Lima]. https://hdl.handle.net/20.500.12724/13845
Jiménez, J., Campaña de lanzamiento para la avena instantánea Silf []. PE: Universidad de Lima; 2021. https://hdl.handle.net/20.500.12724/13845
@misc{renati/1442110,
title = "Campaña de lanzamiento para la avena instantánea Silf",
author = "Jiménez Cuaresmayo, Julián Aarón",
publisher = "Universidad de Lima",
year = "2021"
}
Title: Campaña de lanzamiento para la avena instantánea Silf
Authors(s): Jiménez Cuaresmayo, Julián Aarón
Advisor(s): Paredes Maibach, Berta Beatriz
Keywords: Avena; Industria alimentaria; Advertising campaigns; Oats; Food industry; Campañas publicitarias
OCDE field: https://purl.org/pe-repo/ocde/ford#5.08.00
Issue Date: 2021
Institution: Universidad de Lima
Abstract: Ante una tendencia en crecimiento al consumo de productos saludables y nutritivos, una marca transnacional líder en alimentos apuesta por un desarrollo de producto para el mercado de avena. Nuestro proyecto desarrolla una campaña integral de comunicación para el lanzamiento de esta nueva avena instantánea. Para ello, se comenzó por un análisis de la coyuntura actual y del mercado en el país, ahondando en las estrategias de comunicación de la competencia y en el perfil de nuestro consumidor. De esta manera, se logra conocer qué papel podría jugar nuestra marca en el mercado; además de entender cómo comunicar nuestro mensaje de manera efectiva y tener el impacto deseado. Este trabajo abarca desde la elaboración de identidad de marca hasta un mix de comunicación 360°, el cual contempla un plan de medios online y offline pensados en el público objetivo. Asimismo, se presenta tanto material referencial y final que formarán parte de la campaña creativa de promoción, así como guiones para los productos audiovisuales que los requieran.
Faced with a growing trend towards the consumption of healthy and nutritious food products, a leading transnational brand is making a product development for the oatmeal market in Peru. Our project develops an integrated marketing campaign for the launch of this new instant oatmeal. This begins with an analysis of the current situation and the national oatmeal market, delving into the communication strategies of the competition and the profile of our consumer. This way, we can know what role our brand could play in the market; in addition to understanding how to communicate our message effectively and have the desired impact. This work includes from the development of brand identity to a 360 ° communication mix, which includes an online and offline media plan designed for the target audience. Likewise, here are presented both referential and final material that will form part of the creative promotional campaign, as well as scripts for the audiovisual products that require them.
Faced with a growing trend towards the consumption of healthy and nutritious food products, a leading transnational brand is making a product development for the oatmeal market in Peru. Our project develops an integrated marketing campaign for the launch of this new instant oatmeal. This begins with an analysis of the current situation and the national oatmeal market, delving into the communication strategies of the competition and the profile of our consumer. This way, we can know what role our brand could play in the market; in addition to understanding how to communicate our message effectively and have the desired impact. This work includes from the development of brand identity to a 360 ° communication mix, which includes an online and offline media plan designed for the target audience. Likewise, here are presented both referential and final material that will form part of the creative promotional campaign, as well as scripts for the audiovisual products that require them.
Link to repository: https://hdl.handle.net/20.500.12724/13845
Discipline: Comunicación
Grade or title grantor: Universidad de Lima. Facultad de Comunicación.
Grade or title: Licenciado en Comunicación
Juror: Gatjens Caceres, Christopher; Caro Vela, Laura; Vidurrizaga Costa, Rosario
Register date: 11-Aug-2021
This item is licensed under a Creative Commons License