Por favor, use este identificador para citar o enlazar este ítem: http://dspace.udla.edu.ec/handle/33000/9897
Tipo de material : bachelorThesis
Título : Campaña para impulsar e incentivar el consumo de marcas de ropa nacional en la ciudad de Quito, caso: Portafolio
Autor : Mucarsel Manciati, María José
Tutor : Dávila Morgner, Juan Carlos
Fecha de publicación : 2018
Editorial : Quito: Universidad de las Américas, 2018
Citación : Mucarsel Manciati, M. J. (2018). Campaña para impulsar e incentivar el consumo de marcas de ropa nacional en la ciudad de Quito, caso: portafolio (Tesis de pregrado). Universidad de las Américas, Quito.
Resumen : En el siguiente estudio presentado como trabajo de titulación se muestra una propuesta de campaña publicitaria que tiene como objetivo incentivar e impulsar el consumo de marcas nacionales enfocada el caso de la marca Portafolio...
Descripción : In the following study presented as titling work, a proposal for an advertising campaign is shown that aims to encourage and boost the consumption of national brands focused on the case of the Portafolio brand. For the study, two research tools were applied: surveys and in-depth interviews. The surveys were conducted to women between 15 and 35 years of medium-high socioeconomic level in the Metropolitan District of Quito; Three types of interviews were developed with experts in textiles, marketing, and owners of clothing stores. Once the results have been analyzed, it is concluded that the campaign should be focused on four different phases in order to reach the target audience in the best way: as a first phase, a change of labels of the Portfolio garments will be made, in which the number of each garment will be placed. that there is the same in the lower part of the logo of the brand, as a second phase a contest will be executed, with the objective that the consumers of Portafolio go to the shops of the brand and they can dress the mannequins in an exotic way, this Event will be promoted within social networks. In phase number three, graphs will be made for social networks and public roads showing the exclusivity of the brand through analogies. Finally, in phase four, Pop Up stores will be created in country clubs to which the target audience is a part, thus reaching directly and increasing the market segment of the brand. These four phases are intended to help the brand become competitive against the current competition and also to expand its market. Also, it is important to mention that the proposal presented includes innovative activation formats, which will positively contribute to the image and perception of the brand.
URI : http://dspace.udla.edu.ec/handle/33000/9897
Aparece en las colecciones: Licenciatura en Publicidad

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