Citas bibligráficas
Ccorimanya, D., Valdarrago, J., Matos, A., Alva, M., Calderon, X. (2020). Estrategia de marketing 360 para el posicionamiento de marca: Caso lanzamiento de New Ford Edge - Ford [Pontificia Universidad Católica del Perú]. http://hdl.handle.net/20.500.12404/17135
Ccorimanya, D., Valdarrago, J., Matos, A., Alva, M., Calderon, X. Estrategia de marketing 360 para el posicionamiento de marca: Caso lanzamiento de New Ford Edge - Ford []. PE: Pontificia Universidad Católica del Perú; 2020. http://hdl.handle.net/20.500.12404/17135
@misc{sunedu/2650837,
title = "Estrategia de marketing 360 para el posicionamiento de marca: Caso lanzamiento de New Ford Edge - Ford",
author = "Calderon Herrera, Ximena Alexandra",
publisher = "Pontificia Universidad Católica del Perú",
year = "2020"
}
The need to increase the value of the Ford brand, with the launch of its new model New Ford Edge, motivated us to research and propose a 360-campaign proposal. The main objective of the research is to communicate that the New Ford Edge model is perfect for the target; For this, our strategy is based on demonstrating that the Co-Pilot 360 function is a semi-automatic assistant that will make life easier for the driver, making him feel cool and recognized. To collect relevant information, instruments such as: interviews, surveys and social listening on social networks were used. As an agency, we propose a methodology focused on 6 important points: Exchange, Knowledge, Ideation, Prototype, Optimization and finally the Measurement stage. As a result of this methodology, we obtained an advertising strategy based on creativity and media planning. As for the creative proposal, we focus on the Co-Pilot 360 concept anticipating the unimaginable, which was reflected through messages with fictitious resources to exemplify cases of everyday life. Regarding media planning, we opted for the choice of innovative media related to the target. The relevance of this research work is based on the fact that more brands can implement a campaign strategy appropriate to the interests of the target audience.
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