Citas bibligráficas
Cenzano, S., Alvan, V., Francia, V., Yaranga, K., Pardo, J. (2022). “Sin parrillero no hay parrilla”: Análisis y estrategia de comunicación para la marca Terraza Grill [Pontificia Universidad Católica del Perú]. http://hdl.handle.net/20.500.12404/23740
Cenzano, S., Alvan, V., Francia, V., Yaranga, K., Pardo, J. “Sin parrillero no hay parrilla”: Análisis y estrategia de comunicación para la marca Terraza Grill []. PE: Pontificia Universidad Católica del Perú; 2022. http://hdl.handle.net/20.500.12404/23740
@misc{renati/535196,
title = "“Sin parrillero no hay parrilla”: Análisis y estrategia de comunicación para la marca Terraza Grill",
author = "Pardo Castillo, Jeffry Daniel",
publisher = "Pontificia Universidad Católica del Perú",
year = "2022"
}
The present work compiles the market research, branding development and campaign proposal for the Terraza Grill brand, which belongs to the category of sausages, cold meats and hamburgers. The brand, aimed at women and men between the ages of 25 and 50, has been on the market for two years and lacks solid positioning and recognition, unlike its competition. That is why this research seeks to solve the client's problem based on their request, which consists of positioning Terraza Grill as a gourmet brand that provides quality and artisan products. For this, a research with a mixed approach is developed: qualitative and quantitative, within which different instruments are applied, such as surveys, the unknown client, interviews and focus groups. The results show that grillers appreciate the recognition of friends and families when having a barbecue. Based on this, the proposal for the launch campaign of Terraza Grill is entitled “Without a grill, there is no grill“. In conclusion, the strategy divides the public communicationally. On the one hand, the group of 25 to 35 years old, focused on friends; and on the other, the group from 36 to 50 years old, focused on the family. In both cases, the strategy seeks to value, reward and thank the work of the barbecue. To achieve this, a digital campaign of awareness and consideration is carried out with which it seeks to meet the objectives based on the client's brief.
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