Análisis y estrategia de comunicación para la marca Anaflex Mujer
Date
2021-07-12
Journal Title
Journal ISSN
Volume Title
Publisher
Pontificia Universidad Católica del Perú
Abstract
Esta investigación tiene como propósito desarrollar una campaña publicitaria para
incrementar el uso de la pastilla Anaflex Mujer, la cual pertenece a laboratorios Bagó, en
nuevas usuarias, especialmente en las adolescentes que inician su ciclo menstrual y, aquellas
mujeres que desconocen la marca y buscan migrar de su marca actual a la de Anaflex Mujer.
Asimismo, se comunica el alivio de todos los malestares del ciclo menstrual, como dolor de
espalda baja, dolor de cabeza e inflamación de abdomen. Para ello, se establecen tres
objetivos: Investigar acerca de Anaflex Mujer, analizar el posicionamiento de la
competencia, y al público objetivo de la marca. Se utilizan herramientas de investigación
como entrevistas semiestructuradas y encuestas para recolectar datos cualitativos y
cuantitativos, búsqueda y selección de información relevante en fuentes secundarias y data
sobre medios obtenida de Kantar IBOPE Media.
This research aims to develop an ad campaign to increase the use of the pill Anaflex Mujer, belongs to the Bagó laboratory, in new users, especially in adolescents who start their menstrual cycle and, women who are unaware of the brand and are available to change from their current brand to that of Anaflex Mujer. In addition, relief is reported for all symptoms from the menstrual cycle, such as lower back pain, headache, and abdominal lump. According to investigation, it has been established three objectives: Investigate information regarding the Anaflex Mujer brand, analyze brand position of the competitors and the target group of Anaflex Mujer. Research tools such as semi-structured interviews and surveys are been produced in order to gather qualitative and quantitative data, searching for and selecting for relevant information from secondary sources, and media data obtained from Kantar IBOPE Media.
This research aims to develop an ad campaign to increase the use of the pill Anaflex Mujer, belongs to the Bagó laboratory, in new users, especially in adolescents who start their menstrual cycle and, women who are unaware of the brand and are available to change from their current brand to that of Anaflex Mujer. In addition, relief is reported for all symptoms from the menstrual cycle, such as lower back pain, headache, and abdominal lump. According to investigation, it has been established three objectives: Investigate information regarding the Anaflex Mujer brand, analyze brand position of the competitors and the target group of Anaflex Mujer. Research tools such as semi-structured interviews and surveys are been produced in order to gather qualitative and quantitative data, searching for and selecting for relevant information from secondary sources, and media data obtained from Kantar IBOPE Media.
Description
Keywords
Publicidad--Estudio de casos, Indrustria farmacéutica--Mercadeo
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