Lanzamiento, rebranding y escalamiento de la marca Keep a Cup

• Autor: Droulez Saenz, Astrid Illary
• Formato: tesis de grado
• Fecha de Publicación: 2023
• Institución: Universidad de Lima
• Repositorio: ULIMA-Institucional
• Lenguaje: español
• OAI Identifier: oai:repositorio.ulima.edu.pe:20.500.12724/19132
• Enlace del recurso: https://hdl.handle.net/20.500.12724/19132
• Nivel de acceso: acceso abierto
• Materia: Marcas comerciales; Branding (Marketing); Trademarks; https://purl.org/pe-repo/ocde/ford#5.08.00

Keep a Cup is a menstrual cup sales company established under the RUS regime in 2016. The company started without an identity and adapted the name of the import brand. The first appearance of the brand was through retail platforms such as Linio and Facebook's MarketPlace. At the beginning of 2021 E commerce experimented a substantial rise due to covid restrictions. Electronic commerce grew in the country by 50%, moving US $ 6,000 million." (2021). In this context we decided to relaunch the brand, this time with another name; "Keep a Cup". Our goal is to provide intimate care at an affordable price. Nowadays we sell directly through our social media accounts Facebook and Instagram. This paper is an account of its launch process, rebrand and scaling phase. We present the data of our social media campaign (Instagram and Facebook) that has the goal to engage and enlarge our digital community. We believe that this objective could represent an increase in revenues. Finally, we have recolected the lessons of all our process for your kind consideration.