Desarrollo de plan de publicidad del producto Tu-Qui

 

Authors

Hajj Ferri, Andrea Cristina; Hidalgo Zunino, Luz María; Naranjo Vega, Karla Alexandra

Format

BachelorThesis

Status

publishedVersion

Description

The present study proposes an advertising campaign for the product Tuqui, bolus ice cream, produced by the company Enva-Pak, whose main purpose is to position the product in its target group. In the first place, the project exposes an investigation to know and determine the reality of the product in the market, these results are the main guide to realize communication objectives. The next step is a marketing mix analysis to determine problems and make decisions. Third, a proposal for alternative communication is developed, to create a positioning and conclusions and recommendations are presented as a final step.
669/5000 The present study proposes an advertising campaign for the product Tuqui, bolus ice cream, produced by the company Enva-Pak, whose main purpose is to position the product in its target group. In the first place, the project exposes an investigation to know and determine the reality of the product in the market, these results are the main guide to realize communication objectives. The next step is a marketing mix analysis to determine problems and make decisions. Third, a proposal for alternative communication is developed, to create a positioning and conclusions and recommendations are presented as a final step.
El presente estudio propone una campaña publicitaria para el producto Tuqui, bolo helado, producido por la empresa Enva- Pak, cuyo propósito principal es posicionar al producto en su grupo objetivo. En primer lugar, el proyecto expone una investigación para conocer y determinar la realidad del producto en el mercado, estos resultados son la guía principal para realizar objetivos de comunicación. Como siguiente paso se efectúa un análisis de marketing mix para determinar problemas y tomar decisiones. En tercer lugar, se desarrolla una propuesta de comunicación alternativa, para crear un posicionamiento y como paso final se exponen conclusiones y recomendaciones.

Publication Year

2002

Language

spa

Topic

PUBLICIDAD
PROMOCIÓN DEL PRODUCTO
ALIMENTOS CONGELADOS

Repository

Repositorio Universidad de las Américas

Get full text

http://dspace.udla.edu.ec/handle/33000/9661

Rights

openAccess

License

openAccess