Plan de marketing digital - Postres Juanitas
The bread, cakes and pastries sector in Spain is primarily formed of medium and large companies using systems for mass production. This type of production is characterized by automation and favours economies of scale. For small companies, such as Postres Juanitas, or popularly known as Juanitas, bre...
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| Tipo de recurso: | tesis de maestría |
| Fecha de publicación: | 2020 |
| País: | España |
| Institución: | Universitat Oberta de Catalunya (UOC) |
| Repositorio: | O2, repositorio institucional de la UOC |
| OAI Identifier: | oai:openaccess.uoc.edu:10609/128426 |
| Acceso en línea: | http://hdl.handle.net/10609/128426 |
| Access Level: | acceso abierto |
| Palabra clave: | plan de marketing digital posicionamiento web marketing de contenidos estrategia de social media pla de màrqueting digital posicionament web màrqueting de continguts estratègia de mitjà social digital marketing plan web positioning content marketing social media strategy Digital marketing-- TFM Màrqueting digital -- TFM Marketing digital -- TFM |
| Sumario: | The bread, cakes and pastries sector in Spain is primarily formed of medium and large companies using systems for mass production. This type of production is characterized by automation and favours economies of scale. For small companies, such as Postres Juanitas, or popularly known as Juanitas, breaking into this market faces many entry barriers, as the significant initial investment is needed, as well as having the necessary resources for equipment and installations, formations and technology. However, consumer habits are changing within our population. More people are favouring a healthier lifestyle, where sports and a balanced and nutritional diet are essential and turning to foods that contain natural ingredients, low in fats and sugars. All these changes lead to new market opportunities for companies like Juanitas, who know how to adapt to modern necessities. This project will present a digital marketing plan for the company, with the principal objective of creating a competitive image, to make the company known and favoured by consumers outside of the local region. To carry out this project, a previous study was made on the current market situation, looking at its environment and its competitors and along with defining Juantias' target audience. Also set and established is a series of specifics objectives, as well as the necessary strategic actions needed to achieve them. The first point defines a Social Media strategy, using social media platforms to engage and encourage the participation of members in the community, increasing the number of leads or followers and creating brand awareness. The second point defines a Marketing Content Strategy with the creation of a Blog and a subscription of newsletters. These actions aim to generate unique and relevant content that increases brand visibility and establishes it in the search engines, as well as creating a network of links for a better reach. Lastly, a Web Positioning strategy has been defined, which has the objective of better the usability and navigation of the user, attracting quality traffic, obtaining direct sales and building loyalty to long-existing customers. Finally, we have defined a series of indicators or KPIs that will allow us to measure and control the results of these actions to know if they are optimal for the achievement of the objectives of the marketing plan or, on the contrary, it is necessary to establish corrective measures. With the design of this digital marketing plan, we hope to be able to achieve the main objective which is the improvement of brand awareness, increasing the reach, quality traffic and, consequently, the income obtained from all the proposed actions. |
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