Citas bibligráficas
Villanueva, C., Yano, E., Moriya, R., Coronado, S., Shiroma, S. (2022). Propuesta estratégica: Campaña lanzamiento de la aplicación SPID [Pontificia Universidad Católica del Perú]. http://hdl.handle.net/20.500.12404/23238
Villanueva, C., Yano, E., Moriya, R., Coronado, S., Shiroma, S. Propuesta estratégica: Campaña lanzamiento de la aplicación SPID []. PE: Pontificia Universidad Católica del Perú; 2022. http://hdl.handle.net/20.500.12404/23238
@misc{renati/537437,
title = "Propuesta estratégica: Campaña lanzamiento de la aplicación SPID",
author = "Shiroma Nakayama, Shiery",
publisher = "Pontificia Universidad Católica del Perú",
year = "2022"
}
This study analyzes the market research and advertising campaign proposal for Spid, a mobile delivery application from the Cencosud company. The first chapter focuses on the construction of an advertising agency based on the User Experience methodology: the Coontinua agency. Based on this approach, the authors analyze the request of Cencosud company: to propose a campaign that positions Spid as the most friendly, practical and reliable application on the market to generate downloads and reduce market share from direct and indirect competition. Subsequently, an investigation is carried out through primary and secondary sources to understand the mobile application market. Likewise, quantitative and qualitative tools are applied to the target audience in order to find insights to connect with them. In this way, a strategy was proposed based on the toxic relationship between users and their usual mobile applications. This results in an advertising campaign based on the concept “Don’t let them break your heart”, a playful, youthful and disruptive proposal within the communication of the category market.
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