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http://dspace.udla.edu.ec/handle/33000/11655| Tipo de material : | bachelorThesis |
| Título : | Campaña de posicionamiento, en la categoría de snacks. Caso cueritos Kikos |
| Autor : | Arteaga Beltrán, Cristhian Andrés |
| Tutor : | Pardo Rueda, María Andrea |
| Palabras clave : | PUBLICIDAD;PUBLICIDAD CREATIVA;ESPACIO PUBLICITARIO;MERCADOTECNIA DE SERVICIOS;POSICIONAMIENTO DEL SERVICIO;INDUSTRIA ALIMENTICIA;ALIMENTOS;SNACKS |
| Fecha de publicación : | 2019 |
| Editorial : | Quito: Universidad de las Américas, 2019 |
| Citación : | Arteaga Beltrán, C. A. (2019). Campaña de posicionamiento, en la categoría de snacks. Caso cueritos Kikos (Tesis de pregrado). Universidad de las Américas, Quito. |
| Resumen : | Kikos es una marca de snacks elaborada en el Ecuador con más de 50 años en el mercado, siendo así, pionera en la elaboración de estos productos... |
| Descripción : | Kikos is a brand of snacks made in Ecuador with more than 50 years in the market, thus being a pioneer in the development of these products. Its most important feature is the craftsmanship, which makes it unique and different compared to the big brands that are in the largest self-service in the country. For this reason, it was decided to work in conjunction with the brand as it has a great potential in the market and can carry out different campaigns that help the same. The brands with the best recognition are those that can be differentiated from their competition, this helps them to be better positioned in the market, in addition, to be considered as one of the first options when making a purchase, suggesting someone or decide between different brands. The snack is one of the foods that accompanies people during the day as it fulfills the goal of satisfying the need to eat for a certain time, so this product helps people to have energy for the different activities they perform. There are different types of snacks on the market such as chips, cookies, nuts among others. Some of the best-known brands of snacks in Ecuador are: Doritos, Ruffles, K-chitos, Cheetos and Lays. Different investigations have been carried out in which it was determined that the most remembered brands in the snacks market are the first 3 mentioned above. The preparation of this research focused on the population of men and women between 20 and 40 years of age in the city of Quito. Different qualitative and quantitative tools were used to know the perceptions and thoughts that people have regarding snacks and especially Kikos, all this information contributes valuable to the advertising campaign that was made. |
| URI : | http://dspace.udla.edu.ec/handle/33000/11655 |
| Aparece en las colecciones: | Licenciatura en Publicidad |
Ficheros en este ítem:
| Fichero | Descripción | Tamaño | Formato | |
|---|---|---|---|---|
| UDLA-EC-TPU-2019-16.pdf | 4,57 MB | Adobe PDF | Visualizar/Abrir |
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