TY - GEN
T1 - The Advertising Strategies and Positioning of the Peruvian Company Sicurezza for Women Between 2021 and 2022
AU - de la Cruz, María Teresa de Jesús Sedano
AU - Ubaldo, Veruzka Lucero Lezama
AU - Gayoso, Norma Inés Caldas
AU - Turriate-Guzman, Adriana Margarita
N1 - Publisher Copyright:
© The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd. 2025.
PY - 2025
Y1 - 2025
N2 - This research analyzes the importance of having an advertising strategy as a basis for possible projects. The company Sicurezza was chosen as an example for being an innovative lingerie brand with a great reach in the Lima market. It was decided to carry out the research of the advertising pieces of the Peruvian company since they have a constant line of content and with great reach to their target audience. In addition, most of their advertising campaigns have generated a lot of buzz because they had a connection to the Body Positive movement, which helped women identify because they showed all types of bodies in their advertising content. For the methodology, the quantitative approach was used, with correlational scope, of the deductive method. The type of sample used is probabilistic based on the customers of the company Sicurezza who follow the brand on its social network Instagram, or who purchase its products in the physical stores of Salaverry and San Miguel. The technique used was the survey and, consequently, the questionnaire instrument. The results were entered into the SPSS software in order to establish a relationship with the objectives determined for this research.
AB - This research analyzes the importance of having an advertising strategy as a basis for possible projects. The company Sicurezza was chosen as an example for being an innovative lingerie brand with a great reach in the Lima market. It was decided to carry out the research of the advertising pieces of the Peruvian company since they have a constant line of content and with great reach to their target audience. In addition, most of their advertising campaigns have generated a lot of buzz because they had a connection to the Body Positive movement, which helped women identify because they showed all types of bodies in their advertising content. For the methodology, the quantitative approach was used, with correlational scope, of the deductive method. The type of sample used is probabilistic based on the customers of the company Sicurezza who follow the brand on its social network Instagram, or who purchase its products in the physical stores of Salaverry and San Miguel. The technique used was the survey and, consequently, the questionnaire instrument. The results were entered into the SPSS software in order to establish a relationship with the objectives determined for this research.
KW - Advertising
KW - Advertising strategy
KW - Body positive
KW - Sicurezza
UR - https://www.scopus.com/pages/publications/85208184292
U2 - 10.1007/978-981-97-5035-1_13
DO - 10.1007/978-981-97-5035-1_13
M3 - Conference contribution
AN - SCOPUS:85208184292
SN - 9789819750344
T3 - Lecture Notes in Networks and Systems
SP - 169
EP - 181
BT - Proceedings of 9th International Congress on Information and Communication Technology - ICICT 2024
A2 - Yang, Xin-She
A2 - Sherratt, R. Simon
A2 - Dey, Nilanjan
A2 - Joshi, Amit
T2 - 9th International Congress on Information and Communication Technology, ICICT 2024
Y2 - 19 February 2024 through 22 February 2024
ER -