Estrategia de marketing 360 para el posicionamiento de marca: Caso lanzamiento de New Ford Edge - Ford
Date
2020-09-28
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Publisher
Pontificia Universidad Católica del Perú
Abstract
La necesidad por incrementar el valor de marca Ford, con el lanzamiento de su nuevo modelo
New Ford Edge, nos motivó a investigar y plantear una propuesta de campaña 360. El
objetivo principal de la investigación se basa en comunicar que el modelo New Ford Edge es
perfecto para el target; para lo cual, nuestra estrategia se basa en demostrar que la función
Co-Pilot 360 es un asistente semiautomático que facilitará la vida del conductor, haciéndolo
sentir cool y reconocido. Para recopilar información relevante, se utilizaron instrumentos
como: entrevistas, encuestas y social listening en redes sociales. Como agencia, planteamos
una metodología centrada en 6 puntos importantes: Intercambio, Conocimiento, Ideación,
Prototipo, Optimización y finalmente la etapa de Medición.
Como resultado de esta metodología, obtuvimos una estrategia publicitaria basada en
creatividad y planificación de medios. En cuanto a la propuesta creativa, nos centramos en el
concepto Co-Pilot 360 anticipa lo inimaginable, que se plasmó a través de mensajes con
recursos ficticios para ejemplificar casos de la vida cotidiana. Respecto a la planificación de
medios, optamos por la elección de medios innovadores y afines al target. La relevancia de
este trabajo de investigación se basa en que más marcas puedan implementar una estrategia
de campaña adecuada a los intereses del público objetivo.
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.
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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Keywords
Mercadeo--Automóviles--Perú, Automóviles--Industria y comercio--Perú, Automóviles--Publicidad
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