Proyecto de Título BUKA

• Aravena Ogalde, Constanza Paz

• Buka

The consumerism of snacks has improved lately, because of the ease of consumption or because the great variety of products available in the market. That is the reason why it is difficult to distinguish one brand from another and the different characteristics they have. Being Buka a snack brand, it has been squashed by its rival without making any distinction with its esential and different characteristics. The intention is to discover the intimate problems of the brand and create strategies which are going to be divided into three different parts, with the purpose of having a more fluid verbal and visual communication with the target customer, in this way position the brand and encourage the customer loyalty. The strategies and the tactics are backed up by the trends of the food industry, snacks and people in 2021, apart from interviews to nutrition proffessionals and finally surveys to snack costumers as well as Buka’s costumers. The first is defined as Rebranding, where a change will be made, from its communication and visual basis maintaining its origin and highlighting some of the essences. Then, it is the positioning where we have tactics as Btl, a digital strategy through the official account, and the use of influencer and podcast. Finally, the stage of loyalty, in which the purpose is to connect the customers and generate loyalty to the Brand.

Proyecto de título (Publicista, Licenciado en Comunicación Social)--Universidad Finis Terrae, 2022