Kanndas S.A. de C.V. is a company operating in the renewable energy market in
Puebla, Mexico, for which a communication strategy has been developed. The main
challenges for the company are to be found, on one hand, within its own potential
market, as there is a lack of knowledge about the photovoltaic technology as well as a
restrained attitude towards mid- to long-term investments. On the other hand, Kanndas´
main competitor is the Mexican tariff system itself, which unsustainably subsidizes
electricity tariffs as well as the lack of governmental promotion of renewable energy
investments in general. In order to increase the efficiency of Kanndas´ communicational
efforts, an integrated promotional campaign, mainly based on direct marketing efforts,
reinforcing word-of-mouth publicity among (potential) customers, combined with
targeted public relations activities has been developed. The objectives of the
promotional campaign are, in a first stage, to create conviction about the
investment/technology among carefully selected decisions makers of specific niche
markets. The second stage of the campaign tries to move those persons to a final
investment decision. The selling premise of the campaign is Kanndas´ price
competitiveness, its main competitive edge. The communication strategy of the
campaign is mainly supported by event concepts.
| Identifer | oai:union.ndltd.org:UDLA-Thesis/oai:ciria.udlap.mx:u-dl-a/tesis/5051029605581 |
| Date | 17 April 2013 |
| Creators | Brenner, Sebastian Andreas |
| Contributors | Dra. Elizabeth Salamanca Pacheco, Dr. Ditmar Hilpert |
| Publisher | Universidad de las Américas Puebla |
| Source Sets | UDLA-Thesis |
| Language | English |
| Detected Language | English |
| Type | Electronic Thesis or Dissertation, Proyecto Integrador |
| Format | application/pdf, text/html |
| Coverage | Licenciatura |
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