bachelorThesis
Plan de activación de marca para el producto neoschool de la Empresa Libélula soft en la zona urbana de Cuenca
Fecha
2013Autor
Sánchez Mendieta, Adriana Elizabet
Verdugo Rodríguez, Yesica Alexandra
Institución
Resumen
It's a brand activation proposal for product Neoschool Dragonfly Soft Company through unconventional communication strategies .
Besides theoretical grounding , we performed a market study in order to know if the product is recognized , define the target market , know the habits, determine the most valued attributes and characteristics of the product and of the proposed strategies are not conventional media.
Depth interviews were conducted market research and a survey of 120 subjects .
An analysis of frequencies, cross and allowing clusters to obtain the data necessary for the proposal as it is the target market are women between 36-45 years of age with an average income between 350-500 dollars, higher education level of public and private employees performing control their children's academic performance daily.
Also determined the most valuable feature of the product is still that of " Homework Review , Jobs, Notification, Conduct Fouls and their children."
As for product acceptance 60.8% of parents want the product .
Therefore knowing the results of research finally proceeded to work in nontraditional media proposal ie BTL strategy and the organization of an event.