Campaña publicitaria de lanzamiento para la nueva cadena de cafetería peruana Atemporal

• Autores: Floriano Alarcon, Maria Alexandra, Merino Pitot, Sandra Naysha
• Formato: tesis de grado
• Fecha de Publicación: 2023
• Institución: Universidad de Lima
• Repositorio: ULIMA-Institucional
• Lenguaje: español
• OAI Identifier: oai:repositorio.ulima.edu.pe:20.500.12724/18877
• Enlace del recurso: https://hdl.handle.net/20.500.12724/18877
• Nivel de acceso: acceso abierto
• Materia: Campañas publicitarias; Cafés; Branding (Marketing); Advertising campaigns; Coffeehouses; https://purl.org/pe-repo/ocde/ford#5.08.00

This professional work consists in the launch campaign of the new Peruvian cafeteria chain: Atemporal, with the objectives of achieving a viable, profitable, and memorable campaign. To achieve this, a market study of the sector was conducted, as well as the definition of its target audience, value proposition, and positioning, with the aim of achieving a coherent campaign that aims to introduce the brand and position it in the market through the creation of its visual identity, a strategy, ideas, tactics, and a media plan. To achieve this, a qualitative and quantitative analysis was used to help achieve the expected results.