Rediseño de un programa de identidad corporativa y campaña publicitaria de lanzamiento para la empresa agroindustrial panelera El Valle.

Abstract

In the present work of qualification it had as objective to develop a proposal of redesign of corporative identity and publicity campaign of launching for the Agribusiness Company panel The Valley. This proposal arose because the target group did not feel identified with the previous mark because it was saturated with iconic and chromatic elements in addition to the lack of publicity of the product that the company was dependent on, the strategy includes the redesign of the corporate identity and publicity campaign to make the product known in a more efficient way and at the same time to obtain more customers. The starting point of the proposal was the collection of information made through bibliographical and field research through surveys to a significant sample of the target audience of ages between 18 to 53 years, interview with the owner manager of the Agribusiness company panel The Valley and observation sheets to determine the correctness and flaws of the logo and packaging so as to diagnose whether or not a bran redesign was needed. After having made the data collection, began the stage of design based on the “Project Methodology”, the designer Bruno Munari, because its characteristics and the nature of the project is the one that presented greater affinity and which in turn allowed from the problem with the collection an analysis of data that helped experimentation, creating models for the verification and solution of problem. Several methods of research were used: inductive, deductive, analytical, synthetics and descriptive, that allow from the general information towards something specific, to provide information of company to be able to reach conclusions and determine a suitable way to make graphic pieces, respectively. In conclusion, the execution of a good publicity campaign helps to keep its target group and attract new consumers, in addition to the acceptance of the new corporate identity that in turn is impregnated in the minds of them. It is recommended to apply the proposal to increase your income and profitability.