Bibliographic citations
This is an automatically generated citacion. Modify it if you see fit
Monzon, C., Sarrin, F. (2022). Campaña de lanzamiento para flying tiger copenhagen en Perú [Universidad de Lima]. https://hdl.handle.net/20.500.12724/17153
Monzon, C., Sarrin, F. Campaña de lanzamiento para flying tiger copenhagen en Perú []. PE: Universidad de Lima; 2022. https://hdl.handle.net/20.500.12724/17153
@misc{renati/1442708,
title = "Campaña de lanzamiento para flying tiger copenhagen en Perú",
author = "Sarrin Maldonado, Fiorella Carolina",
publisher = "Universidad de Lima",
year = "2022"
}
Title: Campaña de lanzamiento para flying tiger copenhagen en Perú
Keywords: Medios digitales; Marcas comerciales; Advertising campaigns; Digital media; Trademarks; Campañas publicitarias
OCDE field: https://purl.org/pe-repo/ocde/ford#5.08.00
Issue Date: 2022
Institution: Universidad de Lima
Abstract: El presente trabajo busca elaborar una campaña de lanzamiento para el ingreso de
cuatro tiendas de la marca Flying Tiger Copenhagen en el Perú. La propuesta se enfoca
en una campaña de lanzamiento en medios digitales, ATL y BTL.
La campaña busca comunicar la personalidad de la marca que es divertida y
minimalista, resaltar los diseños innovadores de los productos creados por la propia
marca y la apertura de cuatro grandes tiendas en el país; con el objetivo de lograr
conocimiento y recordación de la marca en los primeros tres meses. Primero,
desarrollamos la historia y presencia de la marca ya presente internacionalmente, la
evolución de su identidad gráfica y el impacto de las tiendas minoristas de bajo costo.
Luego, se definió el público objetivo, nuestra propuesta de posicionamiento y el plan de
comunicaciones. Este último consta de estrategías para el público objetivo en redes
sociales, web, paneles publicitarios, pauta en televisión y activaciones considerando la
locación de las tiendas. Las acciones propuestas se detallaron en un cronograma con
presupuesto para cada acción de la campaña.
The present work seeks to develop a launch campaign for the entry of four stores of the brand Flying Tiger Copenhagen in Peru. The proposal focuses on an advertising campaign that includes digital media, ATL y BTL. The campaign seeks to communicate the personality of the brand that is fun and minimalist, highlighting the innovative product designs created by the brand itself and the opening of four large stores in the country; with the aim of achieving brand awareness and recall in the first three months. First, we develop the history and presence of the brand already present internationally, the evolution of its graphic identity and the impact of low-cost retail stores were analyzed. Then, the target audience, our positioning proposal and the communications plan were defined. The communication plan consists of strategies for the target audience in social networks, web, advertising panels, television advertising and activations considering the location of the stores. The proposed actions were detailed in a schedule with a budget for each campaign action.
The present work seeks to develop a launch campaign for the entry of four stores of the brand Flying Tiger Copenhagen in Peru. The proposal focuses on an advertising campaign that includes digital media, ATL y BTL. The campaign seeks to communicate the personality of the brand that is fun and minimalist, highlighting the innovative product designs created by the brand itself and the opening of four large stores in the country; with the aim of achieving brand awareness and recall in the first three months. First, we develop the history and presence of the brand already present internationally, the evolution of its graphic identity and the impact of low-cost retail stores were analyzed. Then, the target audience, our positioning proposal and the communications plan were defined. The communication plan consists of strategies for the target audience in social networks, web, advertising panels, television advertising and activations considering the location of the stores. The proposed actions were detailed in a schedule with a budget for each campaign action.
Link to repository: https://hdl.handle.net/20.500.12724/17153
Discipline: Comunicación
Grade or title grantor: Universidad de Lima. Facultad de Comunicación.
Grade or title: Licenciado en Comunicación
Juror: Carrillo Garrath, Emilio Alberto; Paredes Maibach, Berta Beatriz; Lazo Rivera, Luis Felipe
Register date: 6-Dec-2022
This item is licensed under a Creative Commons License