bachelorThesis
Activación de la sublínea KOTEX-EVOLUTION mediante la ejecucción de una táctica BTL en la Universidad de Cuenca para el año 2013
Fecha
2013Autor
Castro Palacios, María Paz
Pesántez Ñauta, Johanna Nataly
Institución
Resumen
Corporation Kimberly-Clark has been present in Ecuador for 18 years as one of the leader companies specialized in hygiene products offering a great variety of lines destined to satisfy every customer’s needs. One of these essential product lines belongs to the personal care section represented by all the Kotex products, that nearly five months ago, decided to incorporate a new sub-line called KOTEX-EVOLUTION. Due to its short period of life, this new sub-line, KOTEX-EVOLUTION has not been able to report on positioning and is currently facing new challenges when trying to achieve recognition in front of competitors. This is why the primary objective of this work is to inform the promise of value of the KOTEX-EVOLUTION sub-line in our city contributing to the raise of brand awareness through the implementation of what is called, a BTL advertising tactic.
Two Exploratory Research studies have been conducted in order to obtain all the required information, one before and one after the BTL implementation. The first one is made up of two stages or processes: Qualitative Research (customer surveys in order to know the current positioning situation and brand awareness as well as benefits from retail partners when trying to get more stock) and Quantitative Research (the use of surveys to confirm results). The second research study, after the BTL implementation, has also used surveys that have helped test the effect and efficiency of the BTL tactic that has been previously chosen.
Once the study has been carried out, here are the following conclusions:
1. At the beginning people didn’t really know the KOTEX-EVOLUTION product line and its values.
2. The BTL tactic did manage to reach the primary goal of the present work. Brand awareness increased by 15% as well as the desired positioning.
3. Kimberly-Clark should carry out sales promotions at retail partners to ensure brand awareness as well as product availability at various points of sale