Marketing Plan to align a food market with new consumer generations
Tarazaga Emotional Business Management has developed a marketing plan for the main food Center of a Spanish city in 2014. The client needed to align its activities with the new demands of consumers, especially younger. Tarazaga has studied the market, with its unique methodology, discovering the emotional map of values affecting fresh food eating and buying decisions. This has allowed to create a successful positioning of that company, identified with the motivations of their current and potential buyers. We have also developed a new brand and all the branding scheme.
The analysis has been the basis for reform of the facilities to make them more welcoming and attractive, improve service, and develop new marketing and communication actions, involving the creation of a Web page, that responds to the new positioning, activities for customers, and commercial and communication performances linked to the strategy of emotional values that promote the purchase and loyalty to the brand.