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Meneses, C., (2022). Campaña de lanzamiento de flying tiger copenhagen en Perú [Universidad de Lima]. https://hdl.handle.net/20.500.12724/17195
Meneses, C., Campaña de lanzamiento de flying tiger copenhagen en Perú []. PE: Universidad de Lima; 2022. https://hdl.handle.net/20.500.12724/17195
@misc{sunedu/3334302,
title = "Campaña de lanzamiento de flying tiger copenhagen en Perú",
author = "Meneses Chuquillanqui, Carla Sofia",
publisher = "Universidad de Lima",
year = "2022"
}
Title: Campaña de lanzamiento de flying tiger copenhagen en Perú
Authors(s): Meneses Chuquillanqui, Carla Sofia
Advisor(s): Lazo Rivera, Luis Felipe
Keywords: Advertising campaigns; Strategic planning; Campañas publicitarias; Planeamiento estratégico
OCDE field: http://purl.org/pe-repo/ocde/ford#5.08.00
Issue Date: 2022
Institution: Universidad de Lima
Abstract: El presente trabajo busca elaborar una campaña de lanzamiento para la marca europea
Flying Tiger que está entrando al mercado peruano.
A lo largo de la propuesta, se busca comunicar los beneficios de la marca, resaltando la
importancia de la comodidad de los jóvenes al demostrar su personalidad y estilo. La
campaña tiene como finalidad lograr un conocimiento y recordación de marca en un
60% del público objetivo en los primeros tres meses.
Para la realización de la campaña, se analizó el contexto del país frente a las empresas
de retail y se desarrolló una investigación de mercado para encontrar los insights de los
consumidores peruanos. Finalmente, se presentará el planeamiento estratégico de la
campaña de lanzamiento junto a la estrategia de medios.
The present work seeks to develop a launch campaign for the European brand Flying Tiger that is entering the Peruvian market. Throughout the proposal, it seeks to communicate the benefits of the brand, highlighting the importance of the comfort of young people by demonstrating their personality and style. The campaign aims to achieve brand awareness and recall by 60% of the target audience in the first three months. To carry out the campaign, the context of the country in relation to retail companies was analyzed and market research was developed to find the insights of Peruvian consumers. Finally, the strategic planning of the launch campaign will be presented together with the media strategy.
The present work seeks to develop a launch campaign for the European brand Flying Tiger that is entering the Peruvian market. Throughout the proposal, it seeks to communicate the benefits of the brand, highlighting the importance of the comfort of young people by demonstrating their personality and style. The campaign aims to achieve brand awareness and recall by 60% of the target audience in the first three months. To carry out the campaign, the context of the country in relation to retail companies was analyzed and market research was developed to find the insights of Peruvian consumers. Finally, the strategic planning of the launch campaign will be presented together with the media strategy.
Link to repository: https://hdl.handle.net/20.500.12724/17195
Discipline: Comunicación
Grade or title grantor: Universidad de Lima. Facultad de Comunicación.
Grade or title: Licenciado en Comunicación
Juror: Paredes Maibach, Berta Beatriz; Carrillo Garrath, Emilio Alberto; Lazo Rivera, Luis Felipe
Register date: 7-Dec-2022; 7-Dec-2022
This item is licensed under a Creative Commons License