Análisis y estrategia de comunicación para la marca Rextie
Date
2022-05-26
Journal Title
Journal ISSN
Volume Title
Publisher
Pontificia Universidad Católica del Perú
Abstract
Este trabajo de investigación tiene como propósito desarrollar una campaña
publicitaria para posicionar la marca Rextie, la cual es una casa de cambios
virtual que busca tener más reconocimiento entre sus competidores directos.
Al igual que una casa de cambio presencial, tiene un tipo de cambio que varía
según la economía, pero su diferencial se basa en evitar las colas y poder
cambiar dólares en cualquier lugar desde tu aplicación. Esta marca va dirigida a
hombres y mujeres de 24 a 55 años, usuarios PYMES y naturales, brindándoles
seguridad y rapidez a la hora de cambiar dólares de manera online. Para que la
campaña publicitaria sea efectiva utilizaremos herramientas de investigación que
nos ayudarán a conocer más sobre el público objetivo: entrevistas, encuestas y
análisis. Además, se investigará a profundidad la marca Rextie, sus redes más
utilizadas y a su competencia.
The purpose of this investigation work is to develop an advertising campaign to position the Rextie brand, which is a virtual exchange that seeks to gain more recognition among its direct competitors. Like a face-to-face exchange, it has an exchange rate that varies according to the economy, but its differential is based on avoiding queues and being able to exchange dollars anywhere from your application. This brand is aimed at men and women from 27 to 45 years old, SME and natural users, offering them security and speed when it comes to exchanging dollars online. For the advertising campaign to be effective, we will use research tools that will help us to learn more about the target audience: interviews, surveys and analysis. In addition, the Rextie brand, its most used networks and its competition will be investigated in depth.
The purpose of this investigation work is to develop an advertising campaign to position the Rextie brand, which is a virtual exchange that seeks to gain more recognition among its direct competitors. Like a face-to-face exchange, it has an exchange rate that varies according to the economy, but its differential is based on avoiding queues and being able to exchange dollars anywhere from your application. This brand is aimed at men and women from 27 to 45 years old, SME and natural users, offering them security and speed when it comes to exchanging dollars online. For the advertising campaign to be effective, we will use research tools that will help us to learn more about the target audience: interviews, surveys and analysis. In addition, the Rextie brand, its most used networks and its competition will be investigated in depth.
Description
Keywords
Campañas publicitarias, Mercado de divisas--Perú, Posicionamiento (Publicidad)--Perú, Competencia
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