The Advertising Strategies and Positioning of the Peruvian Company Sicurezza for Women Between 2021 and 2022

de la Cruz M.T.D.J.S.; Ubaldo V.L.L.; Gayoso N.I.C.; Turriate-Guzman A.M. · Lecture Notes in Networks and Systems (2025) · DOI: 10.1007/978-981-97-5035-1_13

Resumen

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. © The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd. 2025.

Instituciones: Universidad Privada del Norte