Communication ProposalMACC 2011-2012   Alberto Gallego-Casilda Benítez                        Marta Villanueva Cachán
Business Model in Spain•    Nº Franchises 58•    Nº licenses sold Around 1.400•    Nº establishments +/- 1500•    License ...
owns
Business Analysis§    Financial Overview:    Contract                          10 years minimum    Monthly Royalty        ...
Competitive AdvantageNew concept of restoration based on traditional Spanish cuisine.  3  euro                            ...
Communication Analysis•    Website•    Social Media•    Advertising
Dos•    Web site www.lasureña.com•    Profiles in the main Social Media                Corporate video                Emot...
Dos•    Web site www.lasureña.com•    Profiles in the main Social Media                Corporate video                Emot...
•        Profile updated almost    •                                      956 likers.          every day , but there   •  ...
•    The activity in this profile is   •                                          Using Social Mention    higher than Face...
•    There is one corporate                    video.                             •                                 The pr...
Do’sADVERTISINGPromotional Banner about its 2x1 promotion.
Do’s•    Street marketing: Seville, during the April fairy    Outdoor Campaign in a Bus Stop.
Donts•    Website: Is a testimonial site
Donts- Only one layer where are located the links to its social mediaprofiles and a searcher of establishments based in Go...
Donts•    SEM and SEO Strategy-There is no detected any kind of SEO or SEM strategies. The description in the html code is...
DontsThe html code shows that there is no any kind of “keyword” or“description” in the metadata.
What do we suggest?•    Redesign of the website.•    Proactive Social Media Management.•    Advertising Strategy.•    Corp...
TARGET: MEN & WOMEN BETWEEN 25 – 40        FRANCHISEES
TARGET: MEN & WOMEN BETWEEN 25 - 40
STRATEGIC GOAL OF THE COMMUNICATION    To create a strong commitment of loyalty to the          brand
OPERATIVE GOALS•    Attract consumers to the establishment.•    Brand awareness.•    Obtain consumers loyalty.
1. Re-design the websiteSEO StrategyRe-building of the Html code including a maximum of 10 keywords in the metadata:Cervec...
SectionsReinforce the information of the brand in different sections withinthe website:Who we are? History of the brand, v...
2. Social Media           •               Proactive Community                       management.                  -Anecdote...
-Promotional motivation. Content with prizes for the most voted in social media profiles-Faster than the light.The answer ...
•      .•      TwitterUsing it as a direct channel for customer service, to respondimmediately to any complaint, make them...
3. Advertising•      Reinforce the promotional activities focusing on      the massive sportive events, and communicate th...
••    Bloggers Reaction.Use of Ebuzzy and similar to find the most relevantbloggers relates with the target.              ...
4. Corporate Identity development•    Maintaining the Corporate image.Construction of a Corporate Identity in order to avo...
•    Is not recommended the existence of profiles for every single    franchised, because the unity of the message can loo...
Thanks for your attention!
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La sureña

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Propuesta de Comunicación para la franquicia de Cervecerías La Sureña.
Alberto Gallego-Casilda Benítez
Marta Villanueva Cachán

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La sureña

  1. 1. Communication ProposalMACC 2011-2012 Alberto Gallego-Casilda Benítez Marta Villanueva Cachán
  2. 2. Business Model in Spain• Nº Franchises 58• Nº licenses sold Around 1.400• Nº establishments +/- 1500• License Fee Average 15.000 €• Average Investment 150.000 €
  3. 3. owns
  4. 4. Business Analysis§ Financial Overview: Contract 10 years minimum Monthly Royalty 7% (5 years) Total Sales 8’5% (after 5 years) License Fee 30.000 euro Average Investment 350.000 euro Number of establishments 70 2012 Minimun square meters 150 Advertising Fee 0
  5. 5. Competitive AdvantageNew concept of restoration based on traditional Spanish cuisine. 3 euro 2x1
  6. 6. Communication Analysis• Website• Social Media• Advertising
  7. 7. Dos• Web site www.lasureña.com• Profiles in the main Social Media Corporate video Emotional values
  8. 8. Dos• Web site www.lasureña.com• Profiles in the main Social Media Corporate video Emotional values
  9. 9. • Profile updated almost • 956 likers. every day , but there • There is no interaction are no relevant from the community contents. manager. • Some establishments of La • The response of the Sureña, with other concept likers is frequent. in the community management.
  10. 10. • The activity in this profile is • Using Social Mention higher than Facebook, with and Alianzo in order post several times at day. to analyze the • In the same tone as repercussion in Social Facebook, the comments Media, the results are are based in kind cold. sentences and reminder • There is no relevance. about La Sureña.
  11. 11. • There is one corporate video. • The profile name is 100 Montaditos that create confusion • Number of supcriptors is irrelevant.
  12. 12. Do’sADVERTISINGPromotional Banner about its 2x1 promotion.
  13. 13. Do’s• Street marketing: Seville, during the April fairy Outdoor Campaign in a Bus Stop.
  14. 14. Donts• Website: Is a testimonial site
  15. 15. Donts- Only one layer where are located the links to its social mediaprofiles and a searcher of establishments based in Googlemaps.- No information about prices, promotions.- No section where to explain the values of the brand . The perception for the consumer is poor and the site looks like a blog or an amateur website. website
  16. 16. Donts• SEM and SEO Strategy-There is no detected any kind of SEO or SEM strategies. The description in the html code is not related with the products oractivities that La Sureña does, and could cause abandonment orconfusion in the web user.
  17. 17. DontsThe html code shows that there is no any kind of “keyword” or“description” in the metadata.
  18. 18. What do we suggest?• Redesign of the website.• Proactive Social Media Management.• Advertising Strategy.• Corporate Identity development.
  19. 19. TARGET: MEN & WOMEN BETWEEN 25 – 40 FRANCHISEES
  20. 20. TARGET: MEN & WOMEN BETWEEN 25 - 40
  21. 21. STRATEGIC GOAL OF THE COMMUNICATION To create a strong commitment of loyalty to the brand
  22. 22. OPERATIVE GOALS• Attract consumers to the establishment.• Brand awareness.• Obtain consumers loyalty.
  23. 23. 1. Re-design the websiteSEO StrategyRe-building of the Html code including a maximum of 10 keywords in the metadata:Cervecería, Tapas, Raciones, Buen Precio, Dos por uno, cuboscerveza…DescriptionIn order to transmit the concept of the brand to the consumer that issearching on line.“Cervecería La Sureña, disfruta de las mejores tapas ynuestros únicos cubos de cerveza en un ambiente inigualable yal mejor precio”
  24. 24. SectionsReinforce the information of the brand in different sections withinthe website:Who we are? History of the brand, values and description.Where are we?Reinforce the searcher for establishments.Our Products Range of products and promotion.Contact So important for the usability.Social Media area Link Building strategy between the socialmedia profiles and the main site.We would like to know... Users love to be listened.
  25. 25. 2. Social Media • Proactive Community management. -Anecdote of the week. Where the consumer explain their best moments in “La Sureña”. -History of the Cuissine. Where to tell about the ingredients and cooking process. -Up your Picture. Ask to the consumers for upload their best pictures in “La Sureña.”.
  26. 26. -Promotional motivation. Content with prizes for the most voted in social media profiles-Faster than the light.The answer to every post or comment has to be launched intermediately.-Pinterest Profile. Where to fit all pictures related with the values of the brand, theestablishment, the products, andalusian images, etc-You tube channelChange the name of the account for “la Sureña” ,to collect more videofrom the advertising, users, from within ( like cooking or party) anddisseminate them through the social media profiles and the web site
  27. 27. • .• TwitterUsing it as a direct channel for customer service, to respondimmediately to any complaint, make them feel listened is guaranteeof retaining customers.• Geo location tools Prescription on the Internet; ithas been shown that at least78% of Internet users trust the opinion of another. Using “Foursquare” in Madrid, wecan find 98 places, with morethan 1500 check-in.
  28. 28. 3. Advertising• Reinforce the promotional activities focusing on the massive sportive events, and communicate that the best place to enjoy with them is “La Sureña”.• Eurocope 2012. Banner .Promotion in sales,extend the 2x1 in theprevious hour to the football match. SEM Strategy.Minor investment,maximum results.
  29. 29. •• Bloggers Reaction.Use of Ebuzzy and similar to find the most relevantbloggers relates with the target. Design of a PR event, invite them to discover the “La Sureña” experience in the main cities, in order to get Link building, web positioning, promotion and social media relevance.
  30. 30. 4. Corporate Identity development• Maintaining the Corporate image.Construction of a Corporate Identity in order to avoid confusion in theconsumer (for instead, the multiple Facebook profiles of some LaSureña franchised)• Plan of social mediaGive stylish unity to the Social Media profiles, creating a new designfor the profiles based on the Website, in order transmit coherenceand clarity.
  31. 31. • Is not recommended the existence of profiles for every single franchised, because the unity of the message can loose power.• App for Smartphone.•Strengthening La Sureña Online strategy, userscome into play by involving the brand, prescribingand generating notoriety on it without the knowingof the brand itself.
  32. 32. Thanks for your attention!

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