Plan de activación de la Marca Pastoral Juvenil en el segmento Joven en la ciudad de Cuenca urbana para el período 2013-2014

Abstract

The objective of the topic of this thesis is to design a plan for the brand activation called “Pastoral Juvenil” in the youth segment in urban Cuenca. Thus, we will make to know to the young segment about the brand and activities (services) that it offers to achieve that its target will fall in love for the brand in the future.

The main purpose of this study is to determine if young Cuencanos from the urban area know about the brand and the main reasons or causes to the lack of knowledge about the youth ministry. The second purpose is to understand the behavior and the demographic profile of the young people, so it is essential to perform the research.

With the data obtained from the youth research and the analysis of the organization, it has developed the brand activation plan based on two BTL strategies, the first is " street theater", the second is holding an event called "Dance Party" with the slogan give joy to your heart, for the diffusion of this event there have been developed the ATL and BTL strategies.

Taking advantage of the event there will be the launch of some products (shirts, hats and handbags), the objective is to get funds for future projects of the Youth Ministry which is a nonprofit organization that self-manages through donations.