Estrategia Below the Line para el lanzamiento de la franquicia de helados de yogurt con frutas Yogen Fruz en la ciudad de Cuenca

Abstract

The objective of this study is to propose launching to the yogurt frozen franchise with fruit YogenFrüz, of Canadian origin, the first franchise is located in Guayaquil, and the second opening will be in Cuenca, for independence festivities 2013. Based on a survey and descriptive results are determined profiles of potential users for the franchise, the main reason for which eat ice cream, is to "share moments", this is the guiding concept of the entire launch campaign. The proposal of this strategy Below The Line, is to promote the product of an unconventional way, different and that the result of that action generates impulse purchases. Regarding the events are divided into two campaigns, the first called expectation campaign, which aims to communicate the existence and arrival of the brand to the city and the launch campaign, which includes an event in "Mall del Río" where will be the first point of sale in Cuenca, an event that includes music and dancing, which gives reason to the tastes of the target market and is expected to generate a first positive experience with the brand.