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Formulación de campaña publicitaria para el lanzamiento de helados Cremo Rico en Cali
(Universidad Santiago de Cali, 2019) Betancur Marulanda, Luisa Fernanda; Vargas Londoño, Ángela Patricia; Vélez Franco, Luis Felipe
The following work shows the different steps that must be carried out for the introduction to the market of a new product; campaign tracking, target audience segmentation, communication and creativity strategy. In this case, they are the Cremo Rico ice cream, which are handmade without any kind of additives, which allows them to be included in the category of rich and healthy products. Ice cream Cremo Rico was chosen as a brand because it is a mass consumption product that is in an expansive period, in a highly competitive market creating a healthier alternative that is the artisanal ice cream that has reached great height in recent years. The target group to which the creamy ice cream is directed will be determined, which is ample because the ice creams are consumed by all people in general and more in the city of Cali that high temperatures mean that everyone wants an ice cream to refresh; also the most appropriate advertising pieces will be chosen for an optimal promotion and knowledge of the product, those that allow the consumer to recognize the flavors and imagine the sensations in their palate these same.