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Cardenas, A., Escobedo, L. (2023). Campaña de lanzamiento de producto para la bebida energizante Boom Power [Universidad de Lima]. https://hdl.handle.net/20.500.12724/18601
Cardenas, A., Escobedo, L. Campaña de lanzamiento de producto para la bebida energizante Boom Power []. PE: Universidad de Lima; 2023. https://hdl.handle.net/20.500.12724/18601
@misc{sunedu/3431993,
title = "Campaña de lanzamiento de producto para la bebida energizante Boom Power",
author = "Escobedo Vilca, Liriam Alexandra",
publisher = "Universidad de Lima",
year = "2023"
}
Title: Campaña de lanzamiento de producto para la bebida energizante Boom Power
Advisor(s): Lizarzaburu, Enrique
Keywords: Pendiente
OCDE field: http://purl.org/pe-repo/ocde/ford#5.08.00
Issue Date: 2023
Institution: Universidad de Lima
Abstract: El proyecto se centra en la elaboración de una campaña de lanzamiento de Boom
Power, una nueva marca en la categoría de bebidas energizantes que está ingresando al
mercado con un nuevo producto que contiene maca, guaraná, ginseng, teína, cafeína,
taurina, y está endulzado con extracto natural de yacón. El objetivo de marketing de la
campaña de lanzamiento es lograr un 12 % de participación de mercado al término del
primer año de operaciones. Tras investigar el contexto nacional, la categoría y el
público objetivo, se logró identificar los insights del público objetivo y cómo su estilo
de vida influye en la decisión de compra de bebidas energizantes independientemente
de su nivel socioeconómico. El público objetivo posee un ritmo de vida acelerado,
prioriza el trabajo sobre los demás aspectos de su vida y, aunque sufra de estrés,
considera ello una motivación para seguir adelante. Por ello se creó Boom Power, una
bebida energizante que te aviva y brinda la energía extra que necesitas para el momento.
El proyecto se divide en tres partes: la investigación realizada para la creación de la
marca, la propuesta creativa de Boom Power y la sustentación del plan de medios para
la campaña con sus respectivos materiales gráficos.
The project focuses on the development of the launching campaign of Boom Power, a new brand in the category of energy drinks that is entering the market with a new product that contains maca, guarana, ginseng, theine, caffeine, taurine, and is sweetened with natural yacon extract. The marketing goal of the launching campaign is to achieve 12% market share by the end of the first year of operations. After investigating the national context, the product’s category and the target audience, it was possible to identify the insights of the target audience and see how their lifestyle influences the decision to purchase energy drinks regardless of their socioeconomic level. The target audience has a fast pace of life, prioritizes work over other aspects of their life and, even if they’re stressed, considers such a motivation to work harder. That is why Boom Power was created, an energy drink that revives you and provides the extra energy you need for the moment. The project is divided into three parts: the research carried out for the creation of the brand, the creative proposal of Boom Power and the support of the media plan for the campaign with its respective graphic materials
The project focuses on the development of the launching campaign of Boom Power, a new brand in the category of energy drinks that is entering the market with a new product that contains maca, guarana, ginseng, theine, caffeine, taurine, and is sweetened with natural yacon extract. The marketing goal of the launching campaign is to achieve 12% market share by the end of the first year of operations. After investigating the national context, the product’s category and the target audience, it was possible to identify the insights of the target audience and see how their lifestyle influences the decision to purchase energy drinks regardless of their socioeconomic level. The target audience has a fast pace of life, prioritizes work over other aspects of their life and, even if they’re stressed, considers such a motivation to work harder. That is why Boom Power was created, an energy drink that revives you and provides the extra energy you need for the moment. The project is divided into three parts: the research carried out for the creation of the brand, the creative proposal of Boom Power and the support of the media plan for the campaign with its respective graphic materials
Link to repository: https://hdl.handle.net/20.500.12724/18601
Discipline: Comunicación
Grade or title grantor: Universidad de Lima. Facultad de Comunicación.
Grade or title: Licenciado en Comunicación
Juror: Lazo Rivera, Luis Felipe; Lizarzaburu Velásquez, Carlos Enrique; Decaroli Liendo, Rosario Del Carmen
Register date: 25-Jul-2023
This item is licensed under a Creative Commons License