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Armas, X., Galindo, Y. (2023). Campaña de lanzamiento para la nueva marca de energizantes: Boom Power [Universidad de Lima]. https://hdl.handle.net/20.500.12724/18605
Armas, X., Galindo, Y. Campaña de lanzamiento para la nueva marca de energizantes: Boom Power []. PE: Universidad de Lima; 2023. https://hdl.handle.net/20.500.12724/18605
@misc{sunedu/3637666,
title = "Campaña de lanzamiento para la nueva marca de energizantes: Boom Power",
author = "Galindo Espinoza, Yocelyne Mirella",
publisher = "Universidad de Lima",
year = "2023"
}
Title: Campaña de lanzamiento para la nueva marca de energizantes: Boom Power
Advisor(s): Lizarzaburu Velasquez, Carlos Enrique
Keywords: Bebidas energéticas; Energy drinks; Branding (Marketing)
OCDE field: http://purl.org/pe-repo/ocde/ford#5.08.00
Issue Date: 2023
Institution: Universidad de Lima
Abstract: El presente proyecto consiste en la creación de la campaña de lanzamiento de “Boom
Power”, una nueva marca de bebidas energizantes que llegará a Perú en agosto y que
busca revolucionar el mercado ofreciendo dentro de su fórmula ingredientes locales de
calidad a un precio más accesible. Este plan tiene como objetivo lograr awareness y
recordación en nuestro target y lograr un 12% de participación de mercado al término del
primer año del lanzamiento.
Para poder lograr esto, se realizó una investigación exhaustiva del público objetivo para
entender el comportamiento del target en relación a esta bebida. De esta forma
determinamos que las personas que la consumen mayormente buscan un producto que
les brinde un impulso de energía en situaciones en las que se sienten muy cansados. Por
tal motivo, se crea “Boom Power”, una bebida que tiene como propósito brindar energía
de forma natural a un mejor precio. A partir de esto desarrollamos una estrategia de
medios que nos ayudará a cumplir con nuestros objetivos y que serán medidos a través
de KPI 's para determinar su efectividad.
This project consists of the creation of the launch campaign for "Boom Power", a new brand of energy drinks that will arrive in Peru in August and seeks to revolutionize the market by offering local quality ingredients in its formula at a more accessible price. This plan aims to achieve awareness and recall in our target and achieve a 12% market share at the end of the first year of the launch. In order to achieve this, an exhaustive research of the target audience was carried out to understand the behavior of the target in relation to this beverage. In this way, we determined that people who consume it are mostly looking for a product that gives them a boost of energy in situations in which they feel very tired. For this reason, we created "Boom Power", a drink whose purpose is to provide energy in a natural way at a better price. From this we developed a media strategy that will help us meet our objectives and will be measured through KPI's to determine its effectiveness.
This project consists of the creation of the launch campaign for "Boom Power", a new brand of energy drinks that will arrive in Peru in August and seeks to revolutionize the market by offering local quality ingredients in its formula at a more accessible price. This plan aims to achieve awareness and recall in our target and achieve a 12% market share at the end of the first year of the launch. In order to achieve this, an exhaustive research of the target audience was carried out to understand the behavior of the target in relation to this beverage. In this way, we determined that people who consume it are mostly looking for a product that gives them a boost of energy in situations in which they feel very tired. For this reason, we created "Boom Power", a drink whose purpose is to provide energy in a natural way at a better price. From this we developed a media strategy that will help us meet our objectives and will be measured through KPI's to determine its effectiveness.
Link to repository: https://hdl.handle.net/20.500.12724/18605
Discipline: Comunicación
Grade or title grantor: Universidad de Lima. Facultad de Comunicación.
Grade or title: Licenciado en Comunicación
Juror: Lazo Rivera, Luis Felipe; Lizarzaburu Velasquez, Carlos Enrique; Decaroli Liendo, Rosario Del Carmen
Register date: 26-Jul-2023
This item is licensed under a Creative Commons License