Datos del Curso
Curso: Asignatura: Publicidad Publici dad Área: Marketing Una vez finalizado enviar a:
[email protected]
Datos del Alumno DNI: 32712214 G Nombre y Apellidos: Reyes Gómez Goas Dirección: C/Perú 2, 6C
Ciudad: Ferrol
Provincia: A Coruña
País: España
Teléfono: 639020027 Email:
[email protected]
Página 1
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Trabajo Final A continuación se adjunta el trabajo final que debes debes realizar correctamente para la obtención del título acreditativo del curso que estás realizando. Recuerda que el equipo de tutores está a tu completa disposición para cualquier duda que tengas a lo largo de su desarrollo, no envíes el total del trabajo hasta que lo hayas finalizado. Dicho envío se realizará conjuntamente con esta plantilla a continuación del enunciado. La presentación de los casos prácticos deberá cumplir los siguientes requisitos: •
Letra Arial 12
•
Márgenes de 2,5
•
Interlineado de 1,5
•
Datos del alumno
•
Dirección de envío especificada en la portada
•
Tener una correcta paginación
Los casos entregados deben ser originales e individuales. Cualquier similitud entre ejercicios de distintos alumnos, ejemplos y/o extractos de la Red u otros documentos, conllevarán la devolución inmediata de los ejercicios y la no obtención de la titulación en el caso de reiteración. Recuerda que solo podrás enviar hasta dos veces por asignatura el trabajo final, en caso de no superarse en esos intentos, el alumno/a deberá abonar el precio correspondiente a los créditos de la asignatura para poder volver a ser evaluado. Todas las fuentes utilizadas para la realización de los casos prácticos deben ser citadas.
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El trabajo final de evaluará en función de las siguientes variables: •
Conocimientos adquiridos (25%): Se evaluarán los conocimientos adquiridos a lo largo de la asignatura mediante el análisis de los datos teóricos presentes a lo largo del trabajo presentado por el alumno/a.
•
Desarrollo del enunciado (25 %): Se evaluará la interpretación del enunciado por parte del alumno/a y su desarrollo de manera coherente y analítica.
•
Resultado final (25%): Se evaluará el resultado final del enunciado, si el total del redactado aporta una solución correcta a lo planteado inicialmente y si el formato y presentación se enmarca dentro de los parámetros establecidos.
•
Valor añadido y bibliografía complementaria (25%): Se evaluarán los aportes complementarios por parte del alumno/a para la presentación y conclusión del trabajo final que den un valor añadido a la presentación del enunciado: bibliografía complementaria, gráficos, estudios independientes realizados por el alumno/a, fuentes académicas externas, artículos de opinión, etc.
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ENUNCIADO Nata, es una importante marca italiana de chocolates y sus anuncios siempre han seguido una misma estrategia: la comparación entre la sensación que viven los enamorados con el dulce sabor de su chocolate. Esto se puede ver claramente en sus anuncios con premisas como: “Nata, el lado más dulce de tu vida”. Cuando se le encomendó a la agencia Oggi la elaboración de la estrategia de Nata en las redes sociales, lo hicieron siguiendo con la temática llevada hasta ahora, creando incluso una aplicación que permita a los usuarios, enviar chocolates virtuales a sus seres queridos en Facebook comparándolos con el dulce sabor de los chocolates Nata. Los usuarios, por otra parte, podían elegir toda la gama de chocolates de la marca personalizando su su envoltorio original pudiendo pudiendo sustituir el nombre de la marca por el del que fuere a recibir el chocolate virtual. La consecuencia de la acción se materializaba en un mensaje en el muro de Facebook del receptor visible para todos sus contactos etiquetándolo a su vez en una fotografía del envoltorio personalizado multiplicando así su visibilidad en la red social. Los resultados de la campaña fueron realmente asombrosos.
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INDICE expuesto en el enunciado 1. Análisis del caso expuesto
6
2. Planificación y desarrollo de la campaña publicitaria
7
2.1. Equipo de trabajo 2.2. Briefing
7 11
2.2.1. Situación: La empresa y el producto/servicio
11
2.2.2. Descripción del producto
12
2.2.3. Descripción del negocio
12
2.2.4. Posicionamiento actual dela marca
13
2.2.5. DAFO
13
2.2.6. Público Objetivo
15
2.2.6.1. Las necesidades del Público Objetivo
16
2.2.6.2. Características de grupos de consumidores
16
2.2.6.3. Preferencias y hábitos de compra del consumidor
16
2.2.6.4. Motivos y frenos de compra
17
2.2.6.5. Demandas
17
2.2.7. Objetivos de marketing
17
2.2.8. Estrategia de comunicación
18
2.2.9. Objetivos de comunicación
19
2.2.9.1. Promesa / ¿Reason Why?
20
2.2.9.2. Mensaje
20
2.2.9.3. Eslogan
21
2.2.10. Plan de acción
22
2.2.11. Timing o calendarización
25
2.2.12. Presupuesto
26
2.3. Conclusiones
3. Investiga un caso de campaña publicitaria. Caso Dove
26 27
3.1. Grupo Unilever
28
3.2. Producto Dove
29
3.3. Análisis y comentario anuncios Dove
29
3.4. Análisis de los anuncios
30
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1. Analiza el caso expuesto en el enunciado ¿Qué podemos aprender de este caso de estudio? En la actualidad, las redes sociales son una herramienta muy eficaz para comunicarse con el público objetivo y posibles públicos, a través de su capacidad para viralizar contenidos y de convocar a las personas para que se hagan partícipes en las distintas iniciativas llevadas a cabo por las empresas, las redes sociales ofrecen a las compañías una excelente forma para darse a conocer, conseguir más cantidad de adeptos en forma de seguidores, y llevar esta relación con los públicos a un nivel difícil de conseguir de otra manera.
Existe una manera distinta en que las redes sociales permiten a los negocios acercarse a las personas, haciendo de la creatividad el principal recurso a la hora de llevar a cabo cualquier iniciativa a través de estas plataformas y tener éxito con ellas. Lo interesante de esto es que las marcas, aún sin contar con mucho presupuesto, pueden lograr grandes resultados llevando a cabo diferentes acciones en redes sociales simplemente siendo recursivas. Esta marca es precisamente el resultado de buscar formas creativas de interactuar con las personas, conseguir fans para lograr sus objetivos al mismo tiempo de expandir la marca y que sea conocida por más usuarios, incremento de ventas,
consecución de nuevos fans y nuevos públicos. A través de esta campaña podemos aprender que es indispensable adaptarse a las nuevas tecnologías y los tiempos. Las campañas que han tenido y están teniendo éxito destacan por su originalidad, por tanto, la creatividad es la clave para triunfar en las redes sociales. Hay marcas que destacan sobre las demás y que realizan campañas con un éxito notable, y lo más importante: se puede aprender de ello y analizar sus estrategias. Las Las estrategia en las redes sociales debe formar parte de la estrategia general de la marca, es un error tratarla a parte de ésta ya que deben trabajar en conjunto para que el mensaje
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2. Planificación y desarrollo de la campaña publicitaria. El desarrollo y lanzamiento de una campaña publicitaria es uno de los aspectos más importantes para cualquier tipo de empresa, porque de ella depende su éxito o su fracaso. Si el producto no se da a conocer, es imposible mostrar resultados importantes en el área de ventas.
2.1 Equipo de trabajo. Las personas y equipos creativos son una parte esencial para que la empresa tenga un flujo continuo de ideas novedosas y de esta manera pueda poner en marcha acciones innovadoras y que contribuyan al éxito de l a campaña. Además, para que los miembros de la empresa puedan desarrollar sus habilidades y aptitudes creativas, la empresa como organización ha de encontrarse abierta a dicho espíritu creativo y que la parte creativa sea una parte muy importante de la misma. Por otra parte, hay que tener en cuenta que cada organización tiene unas características propias que la hacen única: los equipos que la conforman, los mercados a los que se dirige, los productos que fabrica y la filosofía de trabajo difieren de una empresa a otra y, en este sentido, el proceso y las condiciones para que la creatividad sea una práctica habitual que aporte valor requiere de unas condiciones específicas en cada organización. Para el desarrollo de dicha campaña se requiere un equipo con características personales tales como: •
Capaz de desarrollar habilidades para la gestión de situaciones de
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Pero sobre todo, queremos un equipo que lo conformen personas con una característica principal, que sean amantes de la publicidad y de su trabajo, para ello contarán con las siguientes características como publicitarios: !
Ser comunicador, con habilidad para discurrir grandes ideas comunicativas.
!
Capacidad creativa hacia el área artísticas en general, especialmente plásticas, facilidad hacia la expresión e interpretación del leguaje visual.
!
Ser imaginativo, con destreza para convertir un concepto abstracto en un mensaje concreto.
!
Con sensibilidad y capacidad perceptiva en el aspecto sicológico de las personas, con sentido crítico y reflexivo en esta área.
!
Gusto por el comercio.
!
Gusto por la originalidad.
!
Capacidad en Comprensión Verbal y Expresión Escrita
Por otra parte, dentro de este equipo contaríamos con la figura de tres perfiles profesionales, ya que creemos que estos perfiles son esenciales para que la elaboración de la campaña sea todo un éxito.
1. Perfil de planificación y estrategia: lo primero de todo es cubrir algunos puntos clave donde se necesita a una persona que tenga la capacidad de obtener una visión más global y reparar en los siguientes aspectos: !
Fijación de objetivos de la campaña.
!
Definición del target o público objetivo.
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3. Perfil Analítico: aquí llega la hora de las verdad para comprobar si las 3 personas anteriores hicieron un buen trabajo o no. Si ese trabajo no se puede medir, no se puede mejorar ni valorar el éxito o fracaso de la campaña. Para esta labor tan específica necesita: !
Habilidad innegable para los números.
!
Capacidad para reportar los resultados de forma entendible.
!
Saber extraer conclusiones relevantes para implementar mejoras y hacer reflexionar al resto del equipo.
Por tanto contaremos con 4 imágenes importantes en la creación de una campaña de publicidad, todos ellos con características y formaciones especializadas en sus campos. Estaríamos hablando de: •
Director creativo. Responsable de la creatividad de la agencia, coordina a los equipos creativos y distribuye el trabajo entre ellos, por otra parte, dirige los brainstorming, filtra las ideas, las conduce y las desarrolla. Controla la calidad de la producción, procurando que el nivel de calidad sea el máximo posible en cada momento. Junto con el director de cuentas o director de servicios al cliente, presenta las campañas a los clientes.
•
Redactor . Es responsable de crear conceptos y contenidos de los anuncios o campañas. Redactar los textos y de dar forma a los mensajes. Es el responsable del audio de las campañas. Coordina la parte de redacción de la producción con proveedores. (Productoras, estudios de sonido traductores, etc.).
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Existen tres especialidades dentro de este grupo, los diseñadores que son los encargados de elaborar cualquier proyecto o parte de proyecto derivado de problemas de comunicación visual (que son la mayoría de lo que se encarga nuestra empresa). o
Los diseñadores realizan el grueso de la actividad laboral de nuestra empresa productiva. Sus funciones más específicas son: - Desarrollar soluciones creativas para proveer al cliente de los servicios y productos de la empresa. - Desarrollo de bocetos iniciales. - Velar por el cuidado y mantenimiento de los equipos informáticos. - Notificar de cualquier tipo de problema derivado de los equipos o el personal.
o
Los ilustradores son los encargados de realizar ilustraciones si algún proyecto lo requiere. Su volumen de trabajo es muy escaso. Funciones específicas: - Realización de bocetos previos al diseño - Realización de arte final en ilustración.
o
Los fotógrafos se encargan de realizar las fotografías si algún proyecto lo requiere, si no se utilizaran imágenes compradas de bases de archivos. Funciones específicas: - Diseñar los escenarios - Seleccionar las modelos. - Realizar la puesta en escena.
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2.2.
BRIEFING
El Briefing es un documento informativo pero breve, completo y conciso donde se recoge toda la información necesaria para que la agencia desarrolle un proyecto. Se trata de uno de los pilares fundamentales dentro del mundo de la publicidad y la primera piedra para la creación de una campaña. El briefing estará compuesto de los siguientes elementos:
2.2.1. Situación: La empresa empresa y el Producto/Servicio Producto/Servicio Nata, es una importante marca italiana de chocolates y sus anuncios siempre han seguido una misma estrategia: la comparación entre la sensación que viven los enamorados con el dulce sabor de su chocolate. Esto se puede ver claramente en sus anuncios con premisas como: “Nata, el lado más dulce de tu vida”. Esta empresa esta ubicada en Italia, pero vende en todo el territorio español. Sus productos son de alta calidad y contienen ingredientes funcionales para mover el estilo de vida saludable. La temprana vocación internacional del Grupo NATA lo ha llevado a convertirse en el primer producto mundial de chocolates. Su misión, visión y valores serán los siguientes: •
Misión
Generar
la
preferencia,
satisfacción
y
confianza
del
consumidor,
proporcionando un chocolate único para cualquier momento de la vida del consumidor. Basados en un crecimiento rentable y sostenible. •
Visión
Ser líder en la producción y venta de chocolate alcanzando una alta tecnología
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"
Confianza y Respeto Mutuo: Fomentar un trato adecuado con nuestros clientes, colaboradores y proveedores.
"
Comunicación: precisa, oportuna y con valor agregado.
"
Conservación del Medio Ambiente: Dejar huella cuidando el medio ambiente.
2.2.2. Descripción del Producto El grupo NATA, siempre se ha preocupado por estar primero en la mente del consumidor, particularmente en la mente de los jóvenes y adultos, aptándose a sus gustos y preferencias, permitiendo que, a la hora de escoger un chocolate, la primera opción sea chocolate NATA. La estrategia que utiliza la marca para llegar al consumidores es a través de la personalidad que posee cada paquete y cada individuo con el slogan “Nata, el lado más dulce de tu vida”. Por lo tanto, para innovar y seguir creciendo se creará un nuevo producto, chocolate desecho, es una estrategia muy bien formada ya que está en constante renovación, siempre un paso por delante de la necesidad del consumido A través del tiempo NATA ha innovado su publicidad adaptándose a los medios y a las tecnologías. Por otra parte ha
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diferenciarse del resto de competidores, con la creación de un nuevo producto, el chocolate desecho.
2.2.4. Posicionamiento actual actual de la marca. Desde sus inicios NATA, se caracterizó por ser una marca bien estructurada y lograda. Ha sabido llegar a la mente del consumidor en el momento adecuado y de la manera adecuada, ocupando en este un lugar privilegiado. NATA ha partido de un posicionamiento del chocolate como un producto clásico y para adultos, a un producto para un publico más joven. La reconstrucción del posicionamiento comenzó incorporando un nuevo producto, chocolate desecho. Trabajando sobre la nueva identidad visual, el rediseño contempló la identificación de cada sabor del chocolate desecho con un color. Cada línea de chocolate desecho posee un objetivo diferente. Con su nuevo eslogan “Chocolate desecho, ¿te atreves?”.
2.2.5. DAFO Esta herramienta analítica nos permitirá conocer mejor el entorno del mercado actual y realizar las previsiones futuras de la evolución del negocio. A través del
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DAFO DEBILIDADES
FORTALEZAS
•
Es un producto nuevo
•
Precio Módico
•
El desconocimiento del público
•
Calidad continua y resistente
en relación al producto, por el
•
Preocupación
cual se plantea lanzamiento
por
No hay diversidad de sabores
•
Variación de precios en materia
adquirir
prima
establecimientos.
•
•
•
Penetración de competidores de
al
publico un producto de calidad
•
AMENAZAS
ofrecer
El producto es fácilmente de en
los
diferentes
Imagen positiva del producto.
OPORTUNIDADES •
Un cambio de gustos en el
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2.2.6. Público objetivo. Actualmente hay diferentes herramientas y posibilidades de comunicarnos con los públicos externos. La publicidad es una herramienta pero a día de hoy la comunicación externa se contempla desde una visión de la comunicación integral: el marketing directo, el product placement, el marketing relacional, las RRPP, el patrocinio, las ferias e Internet, que ha hecho realidad conceptos como interactividad, personalización, etc. y que está creando nuevas oportunidades para las empresas y los profesionales. Pero el posicionar NATTS en el mercado requiere de un exhaustivo análisis de mercado en el que es fundamental extraer las demandas de los consumidores. Para conocer en profundad la imagen percibida actualmente, lo que el mercado percibe hoy en día de la marca, es necesario contemplar y estudiar en profundidad a los consumidores y establecer los diferentes targets, grupos existentes a los que dirigir las acciones de comunicación, con una estrategia propia y específica para cada uno de ellos. Nuestro principal público es el consumidor final. Personas entre 18 y 60
años, mayoritariamente hombre y mujeres de clase media, media alta, que le dan bastante importancia a la calidad y a la exclusividad. Comprendido entre
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2.2.6.1.
Las necesidades del público objetivo. objetivo.
Referente a la edad, podríamos agrupar a los consumidores en los siguientes grupos:
Sociodemográfico: •
Jóvenes: de 18 a 35 años.
•
Adultos: 35 a 60 años.
Psicográfico: Tienen un estilo de vida definido, y de gusto por el chocolate. Se concentra en el deseo de comer buen chocolate, quieren darse el gusto y satisfacer esa necesidad y están dispuestos a pagar por tener productos de calidad y exclusivos.
2.2.6.2.
Características de grupo de consumidores
Los consumidores tienen un poder adquisitivo medio alto, los niños son los que motivan la compra a sus padres, que son los que realmente pagan, por lo que se convierten en el target primario de las agencias. Partiendo de la base de que
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de la población la que realiza la compra dirigiéndose al establecimiento, aprovecharse de ese 50% que se encarga de la compra con sus hijos directamente, es recurrir a todo aquello que permita que los mensajes publicitarios lleguen efectivamente al consumidor.
2.2.6.4
Motivos y frenos de compra.
Hay varias formas de consumir chocolate. Destacaremos dos: 1. Por impulso: es es el consumo consumo no previsto, se realiza realiza cuando vamos a adquirir otros productos y nos llama la atención un envoltorio de un chocolate y decidimos comprarlo mas por capricho que por que nos guste realmente. 2. Por tradición o costumbre, costumbre, se refiere a un consumo consumo continuado generalmente de familias en las que nunca falta una tableta de chocolate en la despensa, generalmente muy fieles a una determinada marca y
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conseguir que se conozca el nuevo producto. A través de el desarrollo de un nuevo producto, se alcanzarán los siguientes objetivos específicos: "
Satisfacer mejor las necesidades de los clientes para obtener un alto grado de fidelidad.
"
Consolidar chocolates desechos NATA, contribuyendo a incrementar la distribución en grandes cadenas comerciales que permitan llegar con los productos al consumidor final.
"
Aumentar en el primer trimestre el nivel de ventas a un un 5%.
"
Crear un mejor plan de distribución
"
Persuadir a los consumidores a no resistirse a comprar el producto.
"
Aumentar la publicidad en redes sociales. sociales.
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Cuadro explicativo: Objetivos
Lanzar y posicionar Posicionarnos
Mejorar
nuestro chocolate al mismo nivel consolidar desecho
Estrategias
•
Publicidad
que
y Conseguir un mejor el aprovechamiento y
nuestra posicionamiento y optimización de las
competencia
valoración de la nuevas tecnologías
más directa
empresa.
Estrategia
de Consolidar
de la comunicación
la Comunicación
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un mensaje en el muro de Facebook del receptor visible para todos sus contactos etiquetándolo a su vez en una fotografía del envoltorio personalizado multiplicando así su visibilidad en la red social. Los resultados de la campaña fueron realmente asombrosos. •
Nuevo Eje-Concepto: Nosotros utilizaremos un nuevo eje-concepto. Con el lanzamiento de un nuevo producto, el chocolate desecho, estará basado en la afirmación “Chocolate desecho, ¿te atreves?” “Tu pequeña tentación desecha” A través de este nuevo eje-concepto se quiere llegar a un publico chocolatero con un mensaje directo e individualizado, comunicándonos de manera personal, preocupándonos preocupándonos por por las necesidades individuales de nuestro cliente.
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consumidor para que varíe su conducta de compra en beneficio del producto publicitado.
2.2.9.3.
Eslogan.
Partiendo de la situación explicada anteriormente, se mandará un mensaje, sencillo, claro y directo, que se vinculará a una imagen de calidad y buen servicio que la empresa ofrece. En eje comunicativo consistirá en dos mensajes, ejes centrales de las campañas publicitarias:
“Chocolate desecho, ¿te atreves?” “ Tú pequeña tentación t entación desecha”
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2.2.10. Plan de acción. Para poder conseguir los objetivos propuestos y basándonos en las estrategias anteriormente mencionadas llevaremos a cabo una serie de acciones durante el año 2016.
Rediseño de la web oficial
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El premio será un Viaje a Nápoles, Italia, sede central del chocolate NATA (estadía y desayuno) + productos NATA, mas baño en piscina de chocolate desecho. El concurso se realizará durando los dos primeros meses del año, para que el ganador pueda disfrutar de el viaje a Italia en época de primavera.
Recetario
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de cocina. El nombre de esta aplicación será NATAdesecho, y además de poder descargarla desde la propia página web, estará disponible en la Play Store para smartphones, y en la equivalente para usuarios de Apple.
Newsletter electrónico:
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2.2.11.
Timing o calendarización.
Una vez desarrolladas y organizadas organizadas todas las acciones. acciones. Se realizará un óptico en el que de una manera visual, tendremos todo el plan de acciones anual a desarrollar en el 2016.
ACCIÓN Rediseño Web oficial
FECHA DE INICIO 1 de Enero de 2015
FECHA DE FIN Indefinida
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2.2.12.
Presupuesto
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La estrategia en los medios sociales debería estar en armonía con el plan de
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3.2. Producto Dove
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