Desarrollo de campaña publicitaria para el producto KAIAK de la marca NATURA

La investigación realizada tuvo como propósito desarrollar una campaña publicitaria para la marca Natura y su perfume Kaiak para hombres. El objetivo de negocio es ser la empresa N°1 en el mercado de venta directa y, por otro lado, el objetivo comunicacional de la campaña fue posicionar a Natura como la marca ideal para regalar, teniendo como producto foco Kaiak. Nuestra metodología de investigación fue mixta ya que se utilizaron distintos estudios como encuestas, focus group y observación participante. Esta campaña tuvo una duración de 2 meses (octubre y noviembre), con un presupuesto de S/. 1,300,000 netos y dirigida a hombres entre 18 y 35 años con personalidad libre y que disfruten de estar en movimiento y en constante transformación. La campaña se denominó “Empuja tu Frescura” y estuvo compuesta por cuatro etapas, desde una etapa de intriga hasta una etapa de ventas, donde se pudo realizar un PR Stunt, dos Big Moments y múltiples acciones dentro de medios tradicionales y digitales.The purpose of the research carried out was to develop an advertising campaign for the Natura brand and its Kaiak perfume for men. The business objective is to be the No. 1 company in the direct sales market and, on the other hand, the communication objective of the campaign was to position Natura as the ideal brand to give away, with Kaiak as the focus product. Our research methodology was mixed since different studies were used, such as surveys, focus groups and participant observation. This campaign lasted 2 months (October and November), with a budget of S/. 1,300,000 net and aimed at men between 18 and 35 years of age with a free personality and who enjoy being on the move and in constant transformation. The campaign was called "Push your Freshness" and consisted of four stages, from an intrigue stage to a sales stage, where a PR Stunt, two Big Moments and multiple actions within traditional and digital media could be carried out

Rationale, design, and baseline characteristics in Evaluation of LIXisenatide in Acute Coronary Syndrome, a long-term cardiovascular end point trial of lixisenatide versus placebo

BACKGROUND: Cardiovascular (CV) disease is the leading cause of morbidity and mortality in patients with type 2 diabetes mellitus (T2DM). Furthermore, patients with T2DM and acute coronary syndrome (ACS) have a particularly high risk of CV events. The glucagon-like peptide 1 receptor agonist, lixisenatide, improves glycemia, but its effects on CV events have not been thoroughly evaluated. METHODS: ELIXA (www.clinicaltrials.gov no. NCT01147250) is a randomized, double-blind, placebo-controlled, parallel-group, multicenter study of lixisenatide in patients with T2DM and a recent ACS event. The primary aim is to evaluate the effects of lixisenatide on CV morbidity and mortality in a population at high CV risk. The primary efficacy end point is a composite of time to CV death, nonfatal myocardial infarction, nonfatal stroke, or hospitalization for unstable angina. Data are systematically collected for safety outcomes, including hypoglycemia, pancreatitis, and malignancy. RESULTS: Enrollment began in July 2010 and ended in August 2013; 6,068 patients from 49 countries were randomized. Of these, 69% are men and 75% are white; at baseline, the mean ± SD age was 60.3 ± 9.7 years, body mass index was 30.2 ± 5.7 kg/m(2), and duration of T2DM was 9.3 ± 8.2 years. The qualifying ACS was a myocardial infarction in 83% and unstable angina in 17%. The study will continue until the positive adjudication of the protocol-specified number of primary CV events. CONCLUSION: ELIXA will be the first trial to report the safety and efficacy of a glucagon-like peptide 1 receptor agonist in people with T2DM and high CV event risk