Lanzamiento de la marca “Flexmind”

• Autor: Nuñez Maya, Krizia
• Formato: tesis de grado
• Fecha de Publicación: 2023
• Institución: Universidad de Lima
• Repositorio: ULIMA-Institucional
• Lenguaje: español
• OAI Identifier: oai:repositorio.ulima.edu.pe:20.500.12724/19337
• Enlace del recurso: https://hdl.handle.net/20.500.12724/19337
• Nivel de acceso: acceso abierto
• Materia: Estrategias de marketing; Bienestar social; Marcas comerciales; Marketing strategies; Social welfare; Trademarks; https://purl.org/pe-repo/ocde/ford#5.08.00

This work describes the development and launch of a social well-being brand called "Flexmind" and the marketing strategy used to position it in the market. It also covers the communication strategy employed to create the brand image in the consumer's mind and form a community based on the emphasized well-being concepts. Various communication and marketing tools were utilized, such as audiovisual proposals for social media posts and graphic materials. The communication was primarily digital, using platforms like Instagram, Youtube, Tiktok, Facebook, and Twitter to reach the target audience. The marketing plan was divided into three stages: pre-launch, launch, and post-launch (brand consolidation). In each stage, a methodology was applied to highlight the brand's core values and concepts, which revolve around balance, social well-being, and personal growth in all aspects concerning the physical, emotional, and spiritual states of human beings. A disruptive proposal was sought to differentiate the brand, anchored in its social principles, aiming to captivate the audience's attention in the context of their own well-being. The expressed philosophy aspires to bring about personal change and evolution in each consumer. Additionally, this project envisions the development of training programs and other long-term initiatives, aiming to achieve economic sustainability for the brand while staying true to its primary objective: social well-being.