Desarrollo de campaña publicitaria para el producto KAIAK de la marca NATURA
Date
2023-01-26
Journal Title
Journal ISSN
Volume Title
Publisher
Pontificia Universidad Católica del Perú
Abstract
La investigación realizada tuvo como propósito desarrollar una campaña publicitaria para
la marca Natura y su perfume Kaiak para hombres. El objetivo de negocio es ser la
empresa N°1 en el mercado de venta directa y, por otro lado, el objetivo comunicacional
de la campaña fue posicionar a Natura como la marca ideal para regalar, teniendo como
producto foco Kaiak. Nuestra metodología de investigación fue mixta ya que se utilizaron
distintos estudios como encuestas, focus group y observación participante. Esta campaña
tuvo una duración de 2 meses (octubre y noviembre), con un presupuesto de S/. 1,300,000
netos y dirigida a hombres entre 18 y 35 años con personalidad libre y que disfruten de
estar en movimiento y en constante transformación. La campaña se denominó “Empuja
tu Frescura” y estuvo compuesta por cuatro etapas, desde una etapa de intriga hasta una
etapa de ventas, donde se pudo realizar un PR Stunt, dos Big Moments y múltiples
acciones dentro de medios tradicionales y digitales.
The purpose of the research carried out was to develop an advertising campaign for the Natura brand and its Kaiak perfume for men. The business objective is to be the No. 1 company in the direct sales market and, on the other hand, the communication objective of the campaign was to position Natura as the ideal brand to give away, with Kaiak as the focus product. Our research methodology was mixed since different studies were used, such as surveys, focus groups and participant observation. This campaign lasted 2 months (October and November), with a budget of S/. 1,300,000 net and aimed at men between 18 and 35 years of age with a free personality and who enjoy being on the move and in constant transformation. The campaign was called "Push your Freshness" and consisted of four stages, from an intrigue stage to a sales stage, where a PR Stunt, two Big Moments and multiple actions within traditional and digital media could be carried out.
The purpose of the research carried out was to develop an advertising campaign for the Natura brand and its Kaiak perfume for men. The business objective is to be the No. 1 company in the direct sales market and, on the other hand, the communication objective of the campaign was to position Natura as the ideal brand to give away, with Kaiak as the focus product. Our research methodology was mixed since different studies were used, such as surveys, focus groups and participant observation. This campaign lasted 2 months (October and November), with a budget of S/. 1,300,000 net and aimed at men between 18 and 35 years of age with a free personality and who enjoy being on the move and in constant transformation. The campaign was called "Push your Freshness" and consisted of four stages, from an intrigue stage to a sales stage, where a PR Stunt, two Big Moments and multiple actions within traditional and digital media could be carried out.
Description
Keywords
Cosméticos--Perú, Perfumes--Industria y comercio, Campañas publicitarias
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