Branding DM

Abstract

In this document you can find a digital strategy for the famous Nairo Quintana, a Colombian professional cyclist, who in spite of the great admiration that his followers has towards him, had not been able to boost the sales of his organization. Although Nairo had positive results, it was estimated that his profits could improve if the company adapted to the generational changes and focused on marketing in a different way.

Our purpose was to establish a digital strategy that was attractive to increase the sales and profits of the organization. A series of studies were carried out in which it was possible to identify that each year the deaths and accidents generated by cyclists were on the rise, what it meant to be an unsafe trasport for people. However, thanks to its great benefits and easyness the demand for bicycles was growing.

Nairo took advantage of the inclusion of a new product to the market, which was used to generate more customers, this product was novel, technological and alternative, which worked as a striking and indispensable to know about the products and services that were offered. In order to generate more focused marketing, advertising was done through the search, display and youtube network, which allowed the advertising to reach the people interested in a economical and massive way.