Campaña publicitaria panetones D’Onofrio
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Date
2021-03-02
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Publisher
Pontificia Universidad Católica del Perú
Abstract
El siguiente proyecto de investigación tiene el objetivo de encontrar una solución
viable a una problemática expuesta por la empresa Nestlé: desestacionalizar la compra del
panetón D'Onofrio. Para cumplir con este objetivo, se ha desarrollado una propuesta de
campaña publicitaria que inicia con una profunda investigación, de índole cualitativa,
considerando el mercado, los competidores y consumidores. Además, teniendo como punto de
partida los datos obtenidos de fuentes primarias y secundarias se ha planteado una estrategia
comunicacional que abarcara diferentes puntos de contacto para poder llevar el mensaje
correcto y conseguir que este cale lo suficiente para promover la compra del producto. Es así
como nace la campaña denominada “Compartir en familia es algo único”, donde se busca
resaltar las diferentes formas en que cada familia peruana disfruta comer panetón a su manera.
Así mismo, se espera lograr que dichos consumidores sean parte activa de la campaña
compartiendo sus historias para que, posteriormente, la marca sea la encargada de atesorarlas
y exponerlas de la forma más emotiva utilizando redes sociales virtuales, una landing de
campaña, medios tradicionales (televisión, radio) y formatos de publicidad exterior.
This research project aims to find a viable solution to a problem presented by the Nestlé company: to seasonally adjust the purchase of the D'Onofrio panettone. To meet this objective, an advertising campaign proposal has been developed that begins with in-depth qualitative research, considering the market, competitors and consumers. In addition, taking the data obtained from primary and secondary sources as a starting point, a communication strategy has been outlined encompassing different points of contact in order to carry the correct message and get it to make a good enough impression to promote the purchase of the product. This is how the campaign “Sharing with your family is something unique” was born, which seeks to highlight the different ways in which each Peruvian family enjoys eating panettone in their own way. Likewise, it is expected that these consumers to become an active part of the campaign by sharing their stories so that the brand can store and share them later in the most emotional way by using social networks, a landing page for the campaign, traditional media (such as TV and radio) and outdoor advertising formats.
This research project aims to find a viable solution to a problem presented by the Nestlé company: to seasonally adjust the purchase of the D'Onofrio panettone. To meet this objective, an advertising campaign proposal has been developed that begins with in-depth qualitative research, considering the market, competitors and consumers. In addition, taking the data obtained from primary and secondary sources as a starting point, a communication strategy has been outlined encompassing different points of contact in order to carry the correct message and get it to make a good enough impression to promote the purchase of the product. This is how the campaign “Sharing with your family is something unique” was born, which seeks to highlight the different ways in which each Peruvian family enjoys eating panettone in their own way. Likewise, it is expected that these consumers to become an active part of the campaign by sharing their stories so that the brand can store and share them later in the most emotional way by using social networks, a landing page for the campaign, traditional media (such as TV and radio) and outdoor advertising formats.
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Keywords
Campañas publicitarias, Marcas de fábrica--Mercadeo
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