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  • Investigacion de Mercado Infografia

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    Geidy Alexandra Jimenez Roa
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    Mii Brownie is an organic brownie brand started in 2020 in Barranquilla, Atlantic, Colombia. The brownies are made with organic ingredients and sweetened with stevia. A document analyzes Mii Brownie's position on different digital marketing channels compared to competitors. It identifies social media platforms like Instagram and Facebook as important, and recommends strategies to improve Mii Brownie's online presence and sales, such as using additional platforms, improving branding, and offering online and in-store purchasing options.

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    INVESTIGACION DE MERCADOS

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    Mii Brownie is an organic brownie brand started in 2020 in Barranquilla, Atlantic, Colombia. The brownies are made with organic ingredients and sweetened with stevia. A document analyzes Mii Brownie's position on different digital marketing channels compared to competitors. It identifies social media platforms like Instagram and Facebook as important, and recommends strategies to improve Mii Brownie's online presence and sales, such as using additional platforms, improving branding, and offering online and in-store purchasing options.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
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    8 views1 page

    Investigacion de Mercado Infografia

    Uploaded by

    Geidy Alexandra Jimenez Roa
    Mii Brownie is an organic brownie brand started in 2020 in Barranquilla, Atlantic, Colombia. The brownies are made with organic ingredients and sweetened with stevia. A document analyzes Mii Brownie's position on different digital marketing channels compared to competitors. It identifies social media platforms like Instagram and Facebook as important, and recommends strategies to improve Mii Brownie's online presence and sales, such as using additional platforms, improving branding, and offering online and in-store purchasing options.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 1

    Barranquilla, Atlantic

    Mii Brownie it’s an empirical brand


    started on 2020 during the pandemic
    in Barranquilla, Atlantic.

    The product are cooked with organic


    ingredients and sweated with stevia.

    PESTEL
    POLITICAL FACTORS ECONOMICAL FACTORS SOCIAL FACTORS
    • Agreements to import or • Affectations for the GDP, • Healthy lifestyle, products
    export raw materials inflation, the market behaviour, elaborates con preservatives
    • Subsidies for SMEs the income of the consumer or artificial sweeteners
    • Credits for subsides in the • Availability and price of raw • Variety of products elaborat-
    interest rate for entrepreneurs. materials. ed with brownie.

    TECHNOLOGICAL FACTORS ECOLOGICAL FACTORS LEGAL FACTORS


    • Social networks: Instagram, • Other brand collaborations • The law 2069 of 2020,
    Facebook, to incentive the use of metallic known as the law pf entrepre-
    TikTok, YouTube and web straw. neurs
    page. • Sell biodegradable Bambu • Law 2125 of 2021 Incentives
    • Online payments. tooth brush for the creation, formalization
    and strengthening of SMEs
    COMPARATIVE CHART
    OF THE COMPETENCE

    MÁS BROWNIE 11.400 Followers 17,4 mil Followers No 3.255 Followers


    Mii Brownie TOPPING BROWNIE 37 followers 85 mil followers No No
    Facebook (10 friends)
    Instagram (15,5 mil HEY BROWNIE No 11,9 mil followers No No
    followers) MIMI RESTAURANTE 3.525 followers 106 mil followers No 203 followers
    YouTube (NO)
    TikTok (NO) PANZEROTTI BAQ 653 followers 36,5 mil followers No No

    AMARÍA REPOSTERÍA 1.290 followers 16,5 mil followers No No

    PROBLEM DEFINITION PROBLEM TO SOLVE


    Brand positioning How to improve Mii Brownie on the
    on different digital market, supported by digital marketing?

    channels

    GENERAL OBJETIVE SPECIFIC OBJETIVES


    Develop a marketing plan to ensure
    • Identify social networks and platforms
    the economic growth of the compa-
    used by this industry
    ny, guaranteeing high quality, good
    • Stablish the type of content and mate-
    price and accessibility supported
    rial needed to interact and improve
    on important digital channels.
    loyalty with the brand

    100 use 75% use


    social net- WhatsApp
    works
    Woman’s are 61% Buy
    more participa- on Insta-
    tive on social gram
    networks

    WhatsApp,
    18 to 50 APPLICATION AND RESULTS Instagram
    years old mixed investigation and Face-
    Cuestionary book

    High quality 88% has


    content on made online
    social network purchase
    Positioning
    has influence Distrust
    on purchase paying
    decision online

    SWOT ANALYSIS
    S trengths: Healty product, good price, good quality

    W eaknesses Lack of publicity, low experience in the market and sales

    O pportunities International agreements, new social networks, sub-


    sides for entrepreneurs

    T
    als.
    hreats National competitors, variation and cost of import raw materi-

    RECOMENDATIONS
    • Implement other social networks
    • Improve the branding of the product to
    generate attraction
    • Strategies for marketing campaigns
    • Implement a payment platform to gener-
    ate confidence for online buyers
    • Provide the final product to physical stores
    to offer more chances to the customer to get
    the product. ANA MARIA BORJA MORA
    GEIDY ALEXANDRA JIMENEZ ROA

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