Estudio de marca y propuesta de campaña publicitaria para Vino Viña Vieja en lata
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Date
2021-10-13
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Pontificia Universidad Católica del Perú
Abstract
El presente trabajo realiza una investigación de mercado y propuesta creativa para la marca de
vinos Viña Vieja en lata. El estudio abarca desde una nueva categoría de producto, las nuevas
tendencias en el segmento de personas jóvenes en el Perú, al consumo de bebidas alcohólicas.
Del mismo modo, se estudian los cambios y nuevas tendencias de comportamiento que
surgieron en la pandemia por COVID-19 y las nuevas posibilidades para el rubro publicitario
en el Perú frente al contexto actual. El objetivo central que dirige esta investigación es
posicionar a Viña Vieja como una de las opciones ideales para consumir.
Como primer paso, se analiza la situación actual del mercado de vinos y licores ready to drink.
Además, investigación propia con herramientas como encuestas y focus group para encontrar
posibles insights en el público objetivo. De ello, los hallazgos más importantes en torno al vino
en lata son que su consumo se asocia más a exteriores, pero que, pese a eso, el público sigue
buscando nuevas oportunidades de consumo, como en diferentes espacios de casa.
De esta manera, se propone que, en el presente contexto, hay situaciones o razones, por más
pequeñas que sean, merecen celebrarse. Con ello, se plantea una estrategia creativa en el que
se parte de la Big Idea de celebrar pequeños logros como grandes celebraciones. Para ello, el
recurso audiovisual que se utiliza para conectar con el público son las películas, puesto que
resaltan los momentos importantes y son herramientas fácilmente reconocibles por el mismo.
This investigation carries out a market research and creative approach for the canned wine brand, Viña Vieja. It covers the study of a new product category as well as new trends in the segment of young people in Peru and their consumption of alcoholic drinks. Also this analysis studies the changes and new trends in the consumer’s behavior since the emergence of the COVID-19 pandemic and the new possibilities for the advertising sector in Peru in this current context. The objective that guides this study is positioning Viña Vieja as one of the ideal options to consume. As a first step, we analyze the current situation of the ready-to-drink and wine market, as well as our own research with tools such as surveys and focus groups to find possible insights in the target. One of the most important findings around canned wine is that the consumption is more associated with the outdoors, but, despite that, the public continues to look for new consumption opportunities, in different spaces of the house. In this way, it is proposed that, in the present context, there are situations or reasons, even if it is small, that deserve to be celebrated. Therefore, the creative strategy is proposed in which the Big Idea of celebrating small achievements with great celebrations is based. In that manner, the audiovisual resource that is used to connect with the public are the films, since they highlight the important moments and are easily recognizable tools by the public.
This investigation carries out a market research and creative approach for the canned wine brand, Viña Vieja. It covers the study of a new product category as well as new trends in the segment of young people in Peru and their consumption of alcoholic drinks. Also this analysis studies the changes and new trends in the consumer’s behavior since the emergence of the COVID-19 pandemic and the new possibilities for the advertising sector in Peru in this current context. The objective that guides this study is positioning Viña Vieja as one of the ideal options to consume. As a first step, we analyze the current situation of the ready-to-drink and wine market, as well as our own research with tools such as surveys and focus groups to find possible insights in the target. One of the most important findings around canned wine is that the consumption is more associated with the outdoors, but, despite that, the public continues to look for new consumption opportunities, in different spaces of the house. In this way, it is proposed that, in the present context, there are situations or reasons, even if it is small, that deserve to be celebrated. Therefore, the creative strategy is proposed in which the Big Idea of celebrating small achievements with great celebrations is based. In that manner, the audiovisual resource that is used to connect with the public are the films, since they highlight the important moments and are easily recognizable tools by the public.
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Keywords
Comportamiento del consumidor, Bebidas alcohólicas--Industria y comercio--Perú, Campañas publicitarias
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