Plan de posicionamiento y estrategia publicitaria para la aplicación de delivery SPID de CENCOSUD en el mercado peruano
Date
2022-08-29
Journal Title
Journal ISSN
Volume Title
Publisher
Pontificia Universidad Católica del Perú
Abstract
Cencosud es una empresa dedicada al sector de consumo masivo en el mercado peruano.
Cuenta con diferentes sedes y submarcas para abarcar diversos públicos de consumo, entre los
cuales se encuentran los supermercados Wong, Metro y Paris. Asimismo, Cencosud posee
varias aplicaciones para delivery entre las cuales se encuentra Spid. En ese sentido, el presente
trabajo de investigación tiene como propósito desarrollar una estrategia publicitaria con el fin
de posicionar a la aplicación para delivery Spid dentro del competitivo mercado de las
aplicaciones móviles de delivery de comida en la ciudad de Lima, Perú. Para lograr ello,
realizamos una investigación con metodología mixta, es decir, contamos tanto de herramientas
cualitativas como de cuantitativas para conocer mejor al público objetivo y a la posible
competencia directa de la aplicación Spid. De esta manera, se podrá proponer tanto una
estrategia como un concepto creativo para el lanzamiento de la aplicación Spid, así como
también el planteamiento y desarrollo de una campaña de comunicación publicitaria que vaya
de acuerdo al público objetivo del nuevo producto, y que incluya una estrategia de
posicionamiento y un plan de medios integrado a la propuesta creativa.
Cencosud is a company dedicated to the mass consumption sector in the Peruvian market. It has different offices and sub-brands to cover various consumer audiences, among which are the Wong, Metro and Paris supermarkets. Likewise, Cencosud has several applications for delivery, among which is Spid. In this sense, the purpose of this research work is to develop an advertising strategy in order to position the Spid delivery application within the competitive market of mobile food delivery applications in the city of Lima, Peru. To achieve this, we carried out a mixed methodology investigation, that is, we have qualitative tools such as supplies to better understand the target audience and the possible direct competition of the Spid application. In this way, it will be possible to propose both a strategy and a creative concept for the launch of the Spid application, as well as the approach and development of an advertising communication campaign that goes according to the target audience of the new product, and that includes a positioning strategy and a media plan integrated into the creative proposal.
Cencosud is a company dedicated to the mass consumption sector in the Peruvian market. It has different offices and sub-brands to cover various consumer audiences, among which are the Wong, Metro and Paris supermarkets. Likewise, Cencosud has several applications for delivery, among which is Spid. In this sense, the purpose of this research work is to develop an advertising strategy in order to position the Spid delivery application within the competitive market of mobile food delivery applications in the city of Lima, Peru. To achieve this, we carried out a mixed methodology investigation, that is, we have qualitative tools such as supplies to better understand the target audience and the possible direct competition of the Spid application. In this way, it will be possible to propose both a strategy and a creative concept for the launch of the Spid application, as well as the approach and development of an advertising communication campaign that goes according to the target audience of the new product, and that includes a positioning strategy and a media plan integrated into the creative proposal.
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Keywords
Aplicaciones móviles, Mercadeo--Estudio de casos, Publicidad--Planificación
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