Bibliographic citations
Arias, M., Saenz, M. (2024). Campaña Puppy Club Layconsa: Módulos BTL que fomentan la recordación de marca durante la campaña escolar 2023 [Trabajo de suficiencia profesional, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/675599
Arias, M., Saenz, M. Campaña Puppy Club Layconsa: Módulos BTL que fomentan la recordación de marca durante la campaña escolar 2023 [Trabajo de suficiencia profesional]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2024. http://hdl.handle.net/10757/675599
@misc{renati/507936,
title = "Campaña Puppy Club Layconsa: Módulos BTL que fomentan la recordación de marca durante la campaña escolar 2023",
author = "Saenz Melendez, Maria Claudia",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2024"
}
Innovating in advertising in traditional markets represents a strategic challenge. In a context where competition saturates the market and few brands generate a deep connection with the consumer, it is necessary to ensure that the purchasing experience correctly communicates the brand characteristics and values. Layconsa is creative and approachable, and seeks to be present at all stages of the life of its target audience. This work seeks to explain how BTL modules can benefit the consumer experience, positively influencing the perception of the brand, promoting recall in the final public and generating trust and recognition at the point of sale. To achieve the objective of motivating the test, attracting new users during the school campaign and positioning itself in the top of mind of its target audience when making a purchase. The results were analyzed under a mixed methodology where it was found that positive feedback was obtained from the company's most important clients and for the current 2024 school campaign this initiative was replicated by other brands. With this project, the sought-after disruption in the traditional market was achieved, laying the foundations for BTL with the interaction of the final consumer and denoting a disruptive change in the school supplies advertising industry and providing more convenient options for the parent when purchasing the school list.
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