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Etapa Final Proyecto Integrador Campaña Publicitaria Blem En Crema TP.N 6 Etapa final Proyecto Integrador Campaña Publicitaria Blem en crema Sol Rodríguez Zapico [Lic. Diseño Gráfico] Legajo 0107166 Valentina Tubío [Lic. En Publicidad] Legajo 0115805 Publicidad I / Prof. María Solange Diez / Año 2020 - 2do cuatrimestre Etapa final del Proyecto Integrador Índice Etapa 1 del proyecto Integrador: Marca y Producto ……………………………….…2 Etapa 2: Brief de marketing y cuentas………………………………………………….8 Etapa 3: Brief Creativo…………………………………………………………………..13 Etapa 4: Plan de medios…………………………………………………………….…..16 Etapa 5: Evaluación y presentación…………………………………………………….20 Consigna Recopilar en un documento todas las etapas corregidas del proyecto integrador y adjuntar una presentación que resuma la campaña publicitaria. Tareas Corregir todas las etapas del proyecto integrador. Consignar en orden cada etapa del proyecto e un solo documento. Elaborar una presentación en PPT máximo de 10 diapositivas, donde se resuma la campaña publicitaria. Etapa 1 del Proyecto Integrador: Selección e investigación de marca y producto Para empezar a realizar los trabajos se nos pidió realizar una investigación y análisis publicitario de un producto masivo a elección. En este caso nosotras hemos optado por el producto de limpieza hogareña “Blem en crema” de la empresa multinacional SC Jonnshon. Vamos a empezar sobre la historia de la marca y del producto seleccionado. Historia 1. a. Blem ​ Era una marca de SC Johnson & Son de compuesto de cera para el acabado de ​ ​ ​ ​ muebles introducido en 1955. ​ El producto y la marca originales fueron retirados del ​ mercado estadounidense en la década de 1970, pero fueron retenidos por la subsidiaria de Buenos Aires. Blem es ahora el nombre local para el pulidor de muebles Pledge y productos relacionados en Argentina. ​ ​ ​ ​ Las marcas de SC Johnson incluyen Glade, Kiwi, OFF!, Pledge, Mr. Músculo, Duck, ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ Baygon y Raid. Otras marcas son Ziploc, Scrubbing Bubbles, Windex, Autan, Bama, Shout, ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ Mrs Meyers, Babyganics, Method y Ecover. ​ ​ ​ ​ ​ ​ ​ La marca Blem cuenta con tres líneas de producción: 2 ● Limpieza de superficies desde acero inoxidable, muebles, mesadas de cocina e inclusive aparatos tecnológicos. ● Renueva, línea que cuenta con productos que mejoran la calidad de superficies de cuero y madera, contiene propiedades de restauración. ● Embellece, los productos de esta línea pulen, limpian y protegen las superficies de futuros daños. Dentro de esta línea se encuentra Blem en crema, producto elegido para el presente trabajo. Éste es un producto que se puede encontrar en las góndolas de los supermercados, ya sea de cadenas grandes como Coto, Jumbo, Carrefour, Dia, Disco , también en distribuidoras mayoristas como Macro, Vital. o supermercados más chicos, de barrio o chinos, Blem tiene un precio de $140 pesos Argentinos. B. Competidores nacionales Las principales marcas con las que compite en el mercado son: - Mr Músculo - Lysoform - Ecovita - Simplicity - M&K - Querubin Mr. Músculo y Lysoform forman parte de la competencia, sin embargo pertenecen a SC Johnson, misma empresa a la que pertenece Blem. Las restantes marcas mencionadas forman parte de la PYME Laboratorios Ecovita S.A y al Grupo Queruclor. C. Cambios desde su Lanzamiento ​ El producto originalmente venía en un tubo parecido al que todos conocemos como pasta de dientes. El color del mismo era rojo con las letras “BLEM” en blanco. Éste se lanzó en una oferta especial de obsequio con un tubo gratis de Blem empaquetado con una lata de pulimento Pride. 3 El recipiente rojo se cambió más tarde a un envase tipo tubo de pasta de diente amarillo con “BLEM” en letras de color marrón oscuro, y el lema "Frota las cicatrices de los muebles de forma permanente". El producto tenía variantes de tintes de madera claros y oscuros. D. Su público El público del mismo son aquellas personas que quieran limpiar algunas superficies, especialmente casas, o establecimientos que requieran la limpieza del mismo. No es apto para niños y / o mascotas ya que es un producto altamente inflamable y con un mal uso puede llegar a causar graves accidentes. Valores La empresa no tiene sus valores bien definidos en su página web, lo que tiene es la biografía del fundador, tweets “ emblemáticos” del discurso que dió . No consideramos que ; ● “ Creemos en Esto: Los valores de nuestra empresa han guiado a SC ​ Johnson durante cinco generaciones” ● “La buena voluntad de la gente es lo único que perdura en cualquier negocio. Es la esencia absoluta. El resto es secundario.” – Herbert F. Johnson, padre.” ● La buena voluntad de la gente es lo único que perdura en cualquier negocio. Es la esencia absoluta. El resto es secundario. ” Sean un valor que la empresa pueda compartir con el público, por ahí es más un comentario así la comunidad puede acordarse el cariño que tienen otros consumidores. Investigación del producto El Blem Crema tiene como objetivo rejuvenecer y dar brillo a las superficies. Este producto no requiere de ningún tipo de enjuague. Cuenta además, con tres versiones del mismo, Blem lustramuebles en crema original, con aroma a lavanda y por último con aroma a jazmín. Es apto para las siguientes superficies: granito sellado, superficies laminadas (que no sean pisos), cuero, mármol sellado, plástico, acero inoxidable y madera sellada. 4 Debe ser agitado antes de usar y ser aplicado con un paño. Si el consumidor desea obtener mayor brillo, deberá frotar la superficie con el paño. 2) a. Elementos gráficos que posee esta imagen: Uno de los elementos gráficos que posee es el packaging. Uno de los cambios que tuvo con el paso del tiempo fue innovar los colores, utilizan colores más vibrantes, el uso del color amarillo como recurso general contrasta con las dos tonalidades de marrón para generar una letra más moderna. B. Ciclo de vida del producto Producción El ciclo de vida de este producto define y trabaja el posicionamiento para la investigación, así ven la respuesta en el mercado, con el lapso de los tres meses para ven como al producto, así es como ven la reacción del público para poder orientar su estrategia de mercado. Crecimiento 5 En esta fase de crecimiento, el producto se posiciona en el segmento definido, y comienza a ser aceptado por los consumidores. La etapa consiste en reforzar el posicionamiento y realizar modificaciones para poder adaptar el producto a la demanda creciente del público. Madurez Cuando este producto alcanza la cima en el mercado, el ciclo de vida del producto, suele tener una duración y la competencia ya es considerable, por lo que no se compite únicamente con respecto a precios si no que además buscan anticiparse a la caída de ventas buscando propuestas para innovar su producto y así sostener las ventas. Enveje En esta etapa se comienzan a disminuir gradualmente debido a que el producto ha sido sustituido por otras opciones más atractivas para los consumidores, por ejemplo, marcas de otro agrado o , más económicas. Los beneficios pueden convertirse en pérdidas, y por lo tanto, que el producto tiene que ser rentable para la empresa, si no se toman medidas necesarias. c. Proceso de comunicación ​ Mensaje El mensaje de este elemento gráfico dice / es :“ El nuevo Blem Limpieza, brillo y protección cuida tus muebles y mantiene su belleza natural”. Si bien, ese es el mensaje, también nos dice “ traé tus muebles de nuevo con vida “. Canal Es el proceso por el cual el mensaje llega en este caso: La televisión, diarios, revistas, radios. Decodificación 6 Es el proceso por el cual el receptor de la comunicación entiende el mensaje, comprendemos que hay varios tipos de productos de limpieza para muebles, acero inoxidable, mesadas de cocina e inclusive aparatos tecnológicos. 1. Receptor Este mensaje va dirigido a las personas que quieran comprar el producto o quieran limpiar algunas zonas / partes de su casa. c. Etapa del espiral 1. Pionero 2. Clemmer/ Competitiva 3. Retención 1. Éste no es un producto pionero, y no es innovador y no fue el primero en crearse. 2. La gente sabe que es este producto y para que se puede llegar a utilizar, hay distintas variedades, pero comprendemos que es para limpiar superficies. 3. El blem llegó a su madurez ya que el público reconoce su producto y lo recuerda como algo placentero, ya que se utiliza para la limpieza de superficies, se debe mantener lejos del alcance de los niños y animales domésticos. 3. a Justificar la elección Elegimos este producto ya que fue uno de los propuestos por la profesora para todos los compañeros. Al seleccionar Blem dentro de las que había, nos hemos puesto a pensar que en nuestras casas también consumimos este producto de esta marca, lo que generó un sentimiento de familiaridad como consumidoras. Nos entusiasma seguir investigando esta marca, ya que así podremos conocer mejor su trayectoria con el paso del tiempo hasta la actualidad, veremos su variedad de productos y por qué este producto lo adopta la gente al comprar. 7 Para resumir, decidimos que sería una buena elección para poder trabajar en especifico con el Blem lustramuebles en crema y poder crear nuevas estrategias publicitarias, ya que este producto no tiene una campaña propia. Etapa 2 del Proyecto Integrador En el segundo trabajo vamos a abordar los documentos publicitarios, el brief de marketing y el brief de cuentas del producto “ Blem en crema”. Brief de marketing para Blem en crema Información directa En esta etapa del brief la agencia publicitaria pone a prueba el producto con el fin de descubrir sus cualidades, funcionalidades, y debilidades. La información que se ha recolectado informa que los clientes que consumen este producto están satisfechos con sus resultados. De igual manera, decidimos probarlo y nos encontramos con los resultados que ofrece la marca. Descubrimos que el Blem en crema es más eficiente en madera que en las superficies aptas para la utilización del producto. Información de campo En esta instancia se expondrá la información de público conocimiento acerca de la empresa.
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