Bibliographic citations
Aguilar, X., De, C., Flores, V., Marquez, J., Soldevilla, K. (2022). Propuesta estratégica: Lanzamiento de yogurt innovador para la empresa Molitalia [Pontificia Universidad Católica del Perú]. http://hdl.handle.net/20.500.12404/21612
Aguilar, X., De, C., Flores, V., Marquez, J., Soldevilla, K. Propuesta estratégica: Lanzamiento de yogurt innovador para la empresa Molitalia []. PE: Pontificia Universidad Católica del Perú; 2022. http://hdl.handle.net/20.500.12404/21612
@misc{renati/533550,
title = "Propuesta estratégica: Lanzamiento de yogurt innovador para la empresa Molitalia",
author = "Soldevilla Suarez, Katerine",
publisher = "Pontificia Universidad Católica del Perú",
year = "2022"
}
The current investigation embraces the market research, branding development and campaign proposal for a brand in the yogurt market. As a request of Molitalia, this study proposes a brand narrative aligned with an innovative, coherent, and solid brand positioning under the Costa brand. In order to do that, a primary and secondary sources investigation of the yogurt market is carried out. Likewise, quantitative and qualitative research tools are applied to collect findings that support the choice of a demographically millennial audience that has grown up consuming topping yogurts such as Battimix. Moreover, as an inspiration for the behavioral characteristics of our market target, this investigation deepens the concept of the Kidults as a profitable growing segment in Peru and around the world. As a result, the proposed brand YoFrik and its advertising campaign are created based on the concept of “the enjoyment to choose freely”, a youthful, disruptive and different yogurt brand.
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