{"id":{"repo_id":"lima","oai_identifier":"oai:repositorio.ulima.edu.pe:20.500.12724/19132"},"canonical_url":"https://search.dev.ndltd.org/etd/lima/oai:repositorio.ulima.edu.pe:20.500.12724/19132","repository":{"repo_id":"lima","name":"Universidad de Lima","base_url":"https://repositorio.ulima.edu.pe/oai/request"},"display":{"title":"Lanzamiento, rebranding y escalamiento de la marca Keep a Cup","abstract":"Keep a Cup is a menstrual cup sales company established under the RUS regime in 2016. The company started without an identity and adapted the name of the import brand. The first appearance of the brand was through retail platforms such as Linio and Facebook's MarketPlace. At the beginning of 2021 E commerce experimented a substantial rise due to covid restrictions. Electronic commerce grew in the country by 50%, moving US $ 6,000 million.\" (2021). In this context we decided to relaunch the brand, this time with another name; \"Keep a Cup\". Our goal is to provide intimate care at an affordable price. Nowadays we sell directly through our social media accounts Facebook and Instagram. This paper is an account of its launch process, rebrand and scaling phase. We present the data of our social media campaign (Instagram and Facebook) that has the goal to engage and enlarge our digital community. We believe that this objective could represent an increase in revenues. Finally, we have recolected the lessons of all our process for your kind consideration.","abstract_html":"Keep a Cup is a menstrual cup sales company established under the RUS regime in 2016. The company started without an identity and adapted the name of the import brand. The first appearance of the brand was through retail platforms such as Linio and Facebook's MarketPlace. At the beginning of 2021 E commerce experimented a substantial rise due to covid restrictions. Electronic commerce grew in the country by 50%, moving US $ 6,000 million." (2021). In this context we decided to relaunch the brand, this time with another name; "Keep a Cup". Our goal is to provide intimate care at an affordable price. Nowadays we sell directly through our social media accounts Facebook and Instagram. This paper is an account of its launch process, rebrand and scaling phase. We present the data of our social media campaign (Instagram and Facebook) that has the goal to engage and enlarge our digital community. We believe that this objective could represent an increase in revenues. Finally, we have recolected the lessons of all our process for your kind consideration.","abstract_has_math":false,"creators":["Droulez Saenz, Astrid Illary"],"institution":"Universidad de Lima","degree_name":"Licenciado en Comunicación","degree_level":"Título Profesional","degree_discipline":"Comunicación","degree_department":null,"school":null,"contributors":[],"advisors":["Vernal Peñaranda, Andrés Augusto"],"committee_chairs":[],"committee_members":[],"year":2023,"date_issued":"2023","date_published":"2023","updated_at":"2026-07-24T02:50:27Z","subjects":["Marcas comerciales","Branding (Marketing)","Trademarks"],"languages":["spa"],"rights":["info:eu-repo/semantics/openAccess"],"rights_urls":["https://creativecommons.org/licenses/by-nc-sa/4.0/"],"identifier_entries":[]},"links":{"outbound_url":"https://hdl.handle.net/20.500.12724/19132","outbound_label":"Handle","outbound_source":"dc:identifier.uri"},"metadata_groups":[{"id":"people","label":"People","entries":[{"key":"dc:contributor.advisor","label":"Advisor","values":["Vernal Peñaranda, Andrés Augusto"]},{"key":"dc:creator","label":"Author","values":["Droulez Saenz, Astrid Illary"]}]},{"id":"academic_context","label":"Academic Context","entries":[{"key":"dc:date.accessioned","label":"Dc Date Accessioned","values":["2023-10-26T19:59:42Z"]},{"key":"dc:date.available","label":"Dc Date Available","values":["2023-10-26T19:59:42Z"]},{"key":"dc:date.issued","label":"Date","values":["2023"]},{"key":"dc:publisher","label":"Institution","values":["Universidad de Lima"]},{"key":"dc:type","label":"Dc Type","values":["info:eu-repo/semantics/bachelorThesis"]},{"key":"thesis:degree_discipline","label":"Discipline","values":["Comunicación"]},{"key":"thesis:degree_level","label":"Degree Level","values":["Título Profesional"]},{"key":"thesis:degree_name","label":"Degree Name","values":["Licenciado en Comunicación"]},{"key":"thesis:institution_name","label":"Thesis Institution Name","values":["Universidad de Lima. 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The first appearance of the brand was through retail platforms such as Linio and Facebook's MarketPlace. At the beginning of 2021 E commerce experimented a substantial rise due to covid restrictions. Electronic commerce grew in the country by 50%, moving US $ 6,000 million.\" (2021). In this context we decided to relaunch the brand, this time with another name; \"Keep a Cup\". Our goal is to provide intimate care at an affordable price. Nowadays we sell directly through our social media accounts Facebook and Instagram. This paper is an account of its launch process, rebrand and scaling phase. We present the data of our social media campaign (Instagram and Facebook) that has the goal to engage and enlarge our digital community. We believe that this objective could represent an increase in revenues. Finally, we have recolected the lessons of all our process for your kind consideration.","Keep a Cup es una empresa de venta de copas menstruales constituida bajo el régimen RUS (Régimen Único Simplificado) régimen tributario opcional que está diseñado para pequeños contribuyentes que realizan actividades comerciales, de servicios o industria en un ámbito local. Este régimen, les permite pagar una cuota mensual fijada en sus compras y/o ingresos. Dicha empresa comenzó sus operaciones en el año 2017 bajo el nombre de la marca de importación “Pretty Woman”y vendiendo a través de plataformas retail, Linio y MarketPlace de Facebook. A comienzos del año 2020 debido a la pandemia y al favorecimiento de la industria hacia e- commerce “el comercio electrónico creció en el país creció 50%, moviendo US$ 6,000 millones” (Tejeda, 2021); es por eso que, decidimos relanzar la marca con un nombre propio, “Keep a Cup”, teniendo como propósito principal llevar salud íntima a un precio más accesible, creamos una identidad visual para poder vender directamente a través de sus cuentas principales en redes sociales Facebook e Instagram. En el presente trabajo se hará un recuento de su proceso de lanzamiento, cambio de marca y fase de escalamiento, mencionando los principales hitos. En la etapa de escalamiento se realizó un cambio de imagen que fue acompañada de una campaña en redes sociales (Instagram y Facebook) a fin de aumentar la interacción, hacer crecer la comunidad en redes sociales. Así también, se extendió la marca añadiendo la venta de lencería para lo cual se realizó una sesión de fotos y nuevas publicaciones. Dentro de los materiales, se encontrarán las piezas realizadas. Por último se mencionan las lecciones aprendidas en el proceso de elaboración del proyecto en general y en cada etapa respectivamente."]},{"key":"dc:format","label":"Dc Format","values":["application/pdf"]},{"key":"dc:source","label":"Dc Source","values":["Repositorio Institucional - Ulima","Universidad de Lima"]},{"key":"dc:title","label":"Title","values":["Lanzamiento, rebranding y escalamiento de la marca Keep a Cup"]}]}],"canonical_facts":{"dc:contributor.advisor":["Vernal Peñaranda, Andrés Augusto"],"dc:creator":["Droulez Saenz, Astrid Illary"],"dc:date.accessioned":["2023-10-26T19:59:42Z"],"dc:date.available":["2023-10-26T19:59:42Z"],"dc:date.issued":["2023"],"dc:description.abstract":["Keep a Cup is a menstrual cup sales company established under the RUS regime in 2016. The company started without an identity and adapted the name of the import brand. The first appearance of the brand was through retail platforms such as Linio and Facebook's MarketPlace. At the beginning of 2021 E commerce experimented a substantial rise due to covid restrictions. Electronic commerce grew in the country by 50%, moving US $ 6,000 million.\" (2021). In this context we decided to relaunch the brand, this time with another name; \"Keep a Cup\". Our goal is to provide intimate care at an affordable price. Nowadays we sell directly through our social media accounts Facebook and Instagram. This paper is an account of its launch process, rebrand and scaling phase. We present the data of our social media campaign (Instagram and Facebook) that has the goal to engage and enlarge our digital community. We believe that this objective could represent an increase in revenues. Finally, we have recolected the lessons of all our process for your kind consideration.","Keep a Cup es una empresa de venta de copas menstruales constituida bajo el régimen RUS (Régimen Único Simplificado) régimen tributario opcional que está diseñado para pequeños contribuyentes que realizan actividades comerciales, de servicios o industria en un ámbito local. Este régimen, les permite pagar una cuota mensual fijada en sus compras y/o ingresos. Dicha empresa comenzó sus operaciones en el año 2017 bajo el nombre de la marca de importación “Pretty Woman”y vendiendo a través de plataformas retail, Linio y MarketPlace de Facebook. A comienzos del año 2020 debido a la pandemia y al favorecimiento de la industria hacia e- commerce “el comercio electrónico creció en el país creció 50%, moviendo US$ 6,000 millones” (Tejeda, 2021); es por eso que, decidimos relanzar la marca con un nombre propio, “Keep a Cup”, teniendo como propósito principal llevar salud íntima a un precio más accesible, creamos una identidad visual para poder vender directamente a través de sus cuentas principales en redes sociales Facebook e Instagram. En el presente trabajo se hará un recuento de su proceso de lanzamiento, cambio de marca y fase de escalamiento, mencionando los principales hitos. En la etapa de escalamiento se realizó un cambio de imagen que fue acompañada de una campaña en redes sociales (Instagram y Facebook) a fin de aumentar la interacción, hacer crecer la comunidad en redes sociales. Así también, se extendió la marca añadiendo la venta de lencería para lo cual se realizó una sesión de fotos y nuevas publicaciones. Dentro de los materiales, se encontrarán las piezas realizadas. Por último se mencionan las lecciones aprendidas en el proceso de elaboración del proyecto en general y en cada etapa respectivamente."],"dc:format":["application/pdf"],"dc:identifier.uri":["https://hdl.handle.net/20.500.12724/19132"],"dc:language.iso":["spa"],"dc:publisher":["Universidad de Lima"],"dc:rights":["info:eu-repo/semantics/openAccess"],"dc:rights.uri":["https://creativecommons.org/licenses/by-nc-sa/4.0/"],"dc:source":["Repositorio Institucional - Ulima","Universidad de Lima"],"dc:subject":["Marcas comerciales","Branding (Marketing)","Trademarks"],"dc:title":["Lanzamiento, rebranding y escalamiento de la marca Keep a Cup"],"dc:type":["info:eu-repo/semantics/bachelorThesis"],"thesis:degree_discipline":["Comunicación"],"thesis:degree_level":["Título Profesional"],"thesis:degree_name":["Licenciado en Comunicación"],"thesis:institution_name":["Universidad de Lima. 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