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Soto, C., Torres, M. (2022). Campaña de lanzamiento de libre power pods [Universidad de Lima]. https://hdl.handle.net/20.500.12724/16350
Soto, C., Torres, M. Campaña de lanzamiento de libre power pods []. PE: Universidad de Lima; 2022. https://hdl.handle.net/20.500.12724/16350
@misc{renati/1442665,
title = "Campaña de lanzamiento de libre power pods",
author = "Torres Breña, Micaela Muriel",
publisher = "Universidad de Lima",
year = "2022"
}
Title: Campaña de lanzamiento de libre power pods
Authors(s): Soto Gomez, Claudia Isabel; Torres Breña, Micaela Muriel
Keywords: Strategic planning; Marketing strategies; Trademarks; Detergents; Branding (Marketing); Planeamiento estratégico; Estrategias de marketing; Marcas comerciales; Detergentes
OCDE field: https://purl.org/pe-repo/ocde/ford#5.08.00
Issue Date: 2022
Institution: Universidad de Lima
Abstract: Este informe se centra en una campaña de lanzamiento para una nueva marca de cápsulas de detergente, quitamanchas y abrillantador, la cual tiene como nombre Libre. Este plan tiene como objetivo lograr el conocimiento y recordación de marca en un 70% del target en el primer trimestre del lanzamiento. A su vez, tiene como objetivo de comunicación transmitir los principales atributos del producto, así como lograr actitudes favorables hacia la marca.
Este trabajo se divide en dos partes, la primera de investigación y recolección de la data necesaria para poder determinar cuáles serían las estrategias más apropiadas para lograr nuestro objetivo y la segunda donde se ve los resultados de dicha investigación en el desarrollo de un plan de comunicación y un plan de medios.
This report focuses on a launch campaign for a new brand of detergent, stain remover and rinse aid capsules, called Libre. The objective of this plan is to achieve brand awareness and recall in the 70% of the target in the first quarter of the launch. At the same time, its communication goal is to transmit the main attributes of the product, as well as to achieve favorable attitudes towards the brand. This work is divided into two parts, the first of research and collection of the necessary data to be able to determine what would be the most appropriate strategies to achieve our objective and the second where the results of said research are seen in the development of a communication plan and a media plan.
This report focuses on a launch campaign for a new brand of detergent, stain remover and rinse aid capsules, called Libre. The objective of this plan is to achieve brand awareness and recall in the 70% of the target in the first quarter of the launch. At the same time, its communication goal is to transmit the main attributes of the product, as well as to achieve favorable attitudes towards the brand. This work is divided into two parts, the first of research and collection of the necessary data to be able to determine what would be the most appropriate strategies to achieve our objective and the second where the results of said research are seen in the development of a communication plan and a media plan.
Link to repository: https://hdl.handle.net/20.500.12724/16350
Discipline: Comunicación
Grade or title grantor: Universidad de Lima. Facultad de Comunicación.
Grade or title: Licenciado en Comunicación
Juror: Lama Woolcott, Fiorella; Carrillo Garrath, Emilio; Lazo Rivera, Luis
Register date: 27-Jul-2022
This item is licensed under a Creative Commons License