Proyecto de Título BUKA
Date
2022
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Journal Title
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Publisher
Universidad Finis Terrae (Chile) Facultad de Humanidades y Comunicaciones
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Abstract
El consumo de snacks ha tenido un apogeo en el último tiempo, ya sea por su
facilidad de consumo o la extensa variedad de productos que ofrece el mercado. Es
por eso se dificulta distinguir una marca de otra y las características que cada una
ofrece. Buka al ser una marca de snacks, se ha visto aplastada por su competencia
sin marcar una distinción sobre esta por sus características esenciales y
diferenciadoras; por lo que se pretende buscar las problemáticas más profundas de
la marca y generar estrategias que se dividirán en tres partes, con el fin de construir
una comunicación verbal y visual más fluida con el público objetivo, de esta forma
posicionar a la marca e incitar a la fidelización por parte de los usuarios. Las
estrategias y tácticas son respaldadas por tendencias de consumo de la industria
alimentaria, de snacks y de las personas en el año 2021 acompañado de entrevistas
a profesionales de la nutrición y encuestas a consumidores de snacks en general y
de Buka.
La primera se define como Rebranding, donde se hará un cambio a la marca, desde
su base comunicacional y visual pero sin perder su esencia de origen, sino que,
destacando algunas de ellas. Esto seguido por el Posicionamiento en el cual se
desarrollan tácticas como Btl, estrategia digital por medio de la cuenta oficial de
marca y por el uso de influencer y podcast. Por último está la etapa de Fidelizar, en
la que se busca conectar con sus consumidores y generar lealtad por parte de estos
hacia la marca.
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.
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.
Description
Proyecto de título (Publicista, Licenciado en Comunicación Social)--Universidad Finis Terrae, 2022
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Santiago, Chile
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Citation
Keywords
BUKA (FIRMA COMERCIAL, CHILE), ESTRATEGIA DE NEGOCIOS, ALIMENTOS, POSICIONAMIENTO (PUBLICIDAD), MARCA (COMERCIALIZACION), TESIS DIGITAL
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Atribución-NoComercial-CompartirIgual 3.0 Chile (CC BY-NC-SA 3.0 CL)