New digital strategy for Tulipán

Tulipán is a Unilever margarine family brand focused on childrens' nutrition and taste, mainly targeting mothers with young children. Despite having a very strong brand equity, online was never a priority and therefore their online presence and online brand awareness very week. This was not an issue until very recently, when digital became a key element of the brand’s strategy. The assignment was focused on creating a digital ecosystem where all of the brand online channels were mapped and their roles were defined. Additionally, the main element of the mix - the website - was further developed and re-designed in order to portray how to bring the core brand values into the online world. This resulted on the creation of “Creciendo con Tulipán” a responsive-design website that focuses on new mothers and offers relevant food related content for them on a brand environment. This content is mainly focused on recipes, tips and tricks, promotions and news.

Subject

strategy
website
brand
fmcg

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Student theses

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master thesis

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PDF	Poster_Rodriguez_4253906.pdf	1.48 MB
PDF	Appendix_Rodriguez_4253906.pdf	16.45 MB
PDF	Graduation-Report_Rodrigu ... 253906.pdf	23.46 MB
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