Ingeniería en Marketing-Tesis de Pregrado

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Browsing Ingeniería en Marketing-Tesis de Pregrado by Subject "Activacion"

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    Activación de marca en redes sociales de la aplicación Mi Pichirilo en la ciudad de Cuenca
    (2013) Machado Cuzco, Cristian Xavier; Maldonado Hurtado, Italo Paul; Crespo Martínez, Paul Esteban
    This project consists in the mark activation of an application for smart telephones, using social nets through creative strategies, trying to stand out the mark to generate new downloads. Mi Pichirilo® application is directed to people who have digital tools for the communication with access to the Internet and that look for methods that help them in their daily activities, in this case, of an application that reminds them important aspects related to their automobile, which can usually be forgotten or omitted until it is too late. A research study to know what the most appropriate way to get the target was made, and it was determined that people are very interested in publications that offer them information and entertainment; therefore, it was tried to satisfy these needs by means of a calendar that helps to keep a better control on the published contents, generating interest both on the page and on the publications and taking advantage of this interest to invite them to download the application. Publications such as tips about mechanics, classical cars, videos about car industry, among others, had a great impact; for that, it can be said that with creativity and fulfilling the planned activities, good results can be obtained on mark activation. With a reasonable budget an activation can be done, managing a fan page on social nets and with it, to encourage a mark to position itself in the market and in the costumer’s mind.
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    Estrategia Below the Line para el lanzamiento de la franquicia de helados de yogurt con frutas Yogen Fruz en la ciudad de Cuenca
    (2013) Morocho Morocho, Jorge Luis; Ordóñez Cevallos, Mercedes del Carmen; Esquivel Gaón, René Ernesto
    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.