Análisis del rol de la publicidad y la comunicación organizacional en la construcción de la imagen corporativa de La Rebaja Droguería y Minimarkets (Copservir Ltda)
Trabajo de grado - Pregrado
2018-11-22
Universidad Autónoma de Occidente
Comunicación Publicitaria
Posicionamiento (Publicidad)
Imagen corporativa
Comunicación organizacional
This research presents the case of La Rebaja Droguerías and Minimarkets, for which the perspective of some Colombians of this brand was identified, with the aim of being able to implement this research as support for the development of corporate and commercial communication campaigns. Through the completion of a series of surveys could identify the variables by which customers opt for a self-service drugstore in Colombia such as Drogas La Rebaja, Cruz Verde, Cafam and Comfandi. Apart from the above, more than 200 advertising pieces of the campaigns that La Rebaja has made for more than 8 years were collected and analyzed. The results obtained allowed to identify that the public prefers a self-service drugstore due to its good attention and quality. The Likert scale was used, which allowed to establish that the perception that customers have about La Rebaja Droguerías and Minimarkets, allowing to observe that this brand is positioned as a leading drug store in the national market as documented in the surveys. Being able to conclude in this way that the perspective that the Colombians of La Rebaja have is positive, but nevertheless, in their positioning, even the clients relate the drug trafficking and the Cali cartel, a stigma difficult to eliminate despite the good results of their advertising campaigns. On the other hand, this case study serves to develop future corporate communication and positioning campaigns, more aligned with the perspective that Colombians have of La Rebaja in 2018. Keywords: Construction of the corporate image, positioning, brand identity, organizational communication
Posicionamiento (Publicidad)
Imagen corporativa
Comunicación organizacional
This research presents the case of La Rebaja Droguerías and Minimarkets, for which the perspective of some Colombians of this brand was identified, with the aim of being able to implement this research as support for the development of corporate and commercial communication campaigns. Through the completion of a series of surveys could identify the variables by which customers opt for a self-service drugstore in Colombia such as Drogas La Rebaja, Cruz Verde, Cafam and Comfandi. Apart from the above, more than 200 advertising pieces of the campaigns that La Rebaja has made for more than 8 years were collected and analyzed. The results obtained allowed to identify that the public prefers a self-service drugstore due to its good attention and quality. The Likert scale was used, which allowed to establish that the perception that customers have about La Rebaja Droguerías and Minimarkets, allowing to observe that this brand is positioned as a leading drug store in the national market as documented in the surveys. Being able to conclude in this way that the perspective that the Colombians of La Rebaja have is positive, but nevertheless, in their positioning, even the clients relate the drug trafficking and the Cali cartel, a stigma difficult to eliminate despite the good results of their advertising campaigns. On the other hand, this case study serves to develop future corporate communication and positioning campaigns, more aligned with the perspective that Colombians have of La Rebaja in 2018. Keywords: Construction of the corporate image, positioning, brand identity, organizational communication
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Título: T08507.pdf
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PDFLEER EN FLIP
Descripción: TA8507.pdf
Título: TA8507.pdf
Tamaño: 134.6Kb
PDF
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