Taeq

Principles of Marketing

David Alejandro Fernández

Julián Esteban Linares
Sergio Andrés Salazar Tarazona
Geily Lorena Merchán Sandoval

Universidad de la Sabana.
Cundinamarca, Chía.
October 2017.
 INTRODUCTION
TAEQ is a brand that encourages you to lead a healthy lifestyle, from all points
of view from healthy eating to maintaining good health. That's why every day we
care about our customers and seek to penetrate the markets with more force,
so that it achieves a greater recognition of the brand and that our customers are
the ones who lead a healthy life. Currently, the innovation in our products has
become essential, that is why we have designed an application where it is
possible to control and create a nutritional plan, considering the physical
conditions of each of our customers.

RESEARCH

1) SWOT

STRENGHTS WEAKNESSES

 We offer more than 158

references of healthy products
to our consumers.
 Be an exclusive label of big
 Cost of investigation and
supermarkets as Éxito, Carulla
innovation in new healthy
and Surtimax enable us to offer
products.
lower prices in comparison with
 Little recognition as a healthy
our competitors' ones.
brand.
 Virtual platform that allows our
customers to buy online, giving
us the possibility to impact
easily that big percentage of
"millennial citizens".

OPPORTUNITIES THREATS
 Fitness rising conscience.
 Rise of healthy problems  Competitors with a best
related with the bad feeding position as recognizable labels.
that make people to be aware
about it.

PESTEL
 Political
Governments play a key role in the fight against high levels of obesity and
overweight, so it is not surprising that in 2016 the World Health Organization
issued a statement inviting governments around the world to take action to
address this global challenge, with recommendations such as the
implementation of taxes on high-calories products and the application of label
systems to the front of products that are standardized and easy to understand
for any consumer. (El Heraldo, 2017)
Thus, the study recalls that Mexico and Chile have already implemented taxes
on products with high caloric content while in Colombia the issue is still under
debate, which shows that "it is highly likely that other countries in the region
follow these recommendations." (El Heraldo, 2017)
Therefore, on Saturday, June 17, the supreme in Colombia decree approving
the regulation of the " PROMOTION LAW OF HEALTHY FOOD, LAW N °
30021" (Focal Point, 2017) was signed. With this approval, the parameters used
to determine which levels are high in sodium, sugar and saturated fats are set
out in a publicity warnings manual, with the aim of having products on the
packaging and also in advertisements, for that consumers know clearly what
they are consuming. (The Law, 2017)
For the above we can see that the politics implemented by the government, will
help to raise awareness among adults, young people and children to take a
responsible attitude with the food that they consume in order to reduce the rate
of obesity in Colombia, which is a great advantage for Taeq will increase the
segment of people who consume healthy products; because when the
consumer look on the labels and commercials the high amounts of fats and
sugars, they will look for substitute products that are delicious but healthy, and
there will be Taeq to solve that need.
 Economic
Higher GDP growth is reflected in higher consumption and greater purchasing
power of people. For this reason, it is important that the Gross Domestic
Product grow, because it means that there is more employment in the country.
But unfortunately, in recent years, as seen in the image of "% Growth 2014-
2016", GDP has declined little over the years, during the first half of 2017, the
Colombian economy experienced a growth of only 1.1%, one of the lowest
records so far this century. While in the present, the economy stopped
decelerating, increasing by 1.3% but will not grow beyond 2%. This causes
consumers to have lower purchasing power, because the country's economy is
not at its best. However, with the implementation of strategies that manage to
position the brand, it is expected that the company will make greater
investments in the country, and the expansion of distribution points of its
products and staff specialized in Colombian and nutrition at each point.
Contributing in this way to the continuous improvement in the country's
economy.
(THE TIME, 2017)
Fuente: Dinero
In addition, it is very important to take inflation into account in the country, in the
following image it is evident that the CPI only shows an increase of 3.44% in the
current year, while in 2016 it was 5.31%. This shows a decrease in inflation,
however it might be a weakness to Taeq because of its high prices (comparing
with Taeq competitors).

 Social
Today in Colombia, 57% of adults are overweight, a problem that is also
increasing in children and minors. (El Heraldo, 2017)
A study by Nielsen, says "consumers are no longer willing to take a passive
attitude to food purchases, where convenience used to be the main driver."
Today, the research adds, "they require their foods to have a clearer labeling of
their ingredients and nutritional information to help them make healthier
decisions. In fact, 90% of participants in the consumption of health products "says
Nielsen's analysis. (El Heraldo, 2017)
Colombians, for example, pay close attention to the labeling that accompanies
consumer products. 70% of nationals surveyed say they read labels to see the
nutritional content of food. (El Heraldo, 2017)
For the above, Taeq promises to its consumer balance and vital energy and
want to take advantage of this tendency of the consumer to look at the labels.
So, Taeq decided to mark their label products with important healthy
characteristics as: high in fiber, low in fat, sodium and sugar.

 Technological
In terms of technology for the advertisement of their products they use social
media like Facebook and Twitter. And also they have a web page
www.taeq.com ,where they usually put kitchen recipes, their products, and a
blog where they promote their different product lines. Also they have a link
using the page, where the consumer can do online shopping, through Exito´s
platform. Furthermore, they distribute their products through supermarkets but
they don´t have technology in the distribution points.
 Environment
 Taeq has good production practices because most of the raw material
used is organic, so Taeq proposes to take care of the environment from
what we consume. they did not come in contact with any chemical
element during their cultivation
 In 2012 Taeq won the gold award Dupont Packaging, in an innovation
competition for packaging that reduce food waste. His proposal was a
closed circuit recycling system that conserves natural resources and
invites consumers ,( (Envapack, 2017)
  Legal

In the legal field, Taeq brand is already a registered brand, which follow all
hygienic rules and procedures currently requested by Colombian law in order to
operate. It also follows the new law which was approved in June of the present
year, because Taeq use the appropriate label with the information required by
the law.

Taeq also should have the implementation of a good manufacturing practice

program, which should be focused on training, education, monitoring, inspection
of all processes and operations that serve to deliver the final product to the
client, lead to the costs that are reflected in the quality of the
product,however,good manufacturing practices lead to expenses that must be
reflected in the quality of the product, however it is a necessary expense since
this will be able to demonstrate an international quality of the product
sold.(Scribd,2017)

COMPETITORS

Taeq is a Premium lifestyle private brand of Grupo Éxito (Colombia). And they
distribute their products through Éxito, Carulla, SURTIMAX, and Super INTER.
Grupo Éxito are part of the sector “Beverage and Food Trade” and “General
Merchandise Stores”. For above, the analysis´ competitors was done based in
this sector, because the following supermarkets also sell healthy food.

In the next graphic, you can see the best companies in the sector according to
their sales in the year 2016. This graphic was realized with Emis data, when
easily you can further detail that the best company that covers most of the
sector is Almacenes Éxito S.A with 39.9% of the market.
Based on the foregoing Éxito is the market leader and their market share is the
highest, followed by SUPERTIENDAS Y DROGUERIAS OLIMPICA S.A which
market share is 18.84%. So,if you aren´t the leader in the market share you
have to compare with the leader and look for the things that they offer that you
don´t have to improve. But how Grupo Exito is the leader, they have to innovate
to remain the leader.
 0.82% 0.72% 23.1% SALES 2016-COLOMBIA
0.90%
0.98% 39.90%
1.03%

2.94% 3.19% 7.55% 18.84%

ALMACENES EXITO S.A. SUPERTIENDAS Y DROGUERIAS OLIMPICA S.A.
KOBA COLOMBIA S.A.S. PRICESMART COLOMBIA S.A.S.
JERONIMO MARTINS COLOMBIA S.A.S. MERCADO ZAPATOCA S.A.
FARMATODO COLOMBIA S.A. SUPERMERCADOS CUNDINAMARCA S.A.
MERCAMIO S.A. COMERCIALIZADORA FLORALIA S.A.

In this point, is important to mention in comparison with Olimpica, Grupo Éxito

has a specialized private brand which focus in offer healthy food, but a
disadvantage of this brand in comparison with the healthy product offer in
Olimpica is that Olimpica offer lower prices than Taeq. At last, in the Olimpica
web page, they give general advices to the consumer to have a healthy life, and
also they give the names of some apps which aren´t of Olimpica. (Olimpica,
2017)

Thus, Olimpica also offer a large variety of healthy products to each moment of
you daily life of different brands which are recognized like Alpina and products
of Grupo Nutressa and other brand that have goodwill and have lower cost than
Taeq.

Furthermore, in the present year in MERCO Empresas 2017 corporate

reputation; Grupo Nutressa and Alpina were recognized like two of the three
companies with the best corporate reputation in general in Colombia, and the
firsts in the food and beverage sector in the country.

Taeq´s brand recognition

For the development of the new product Taeqfit a survey was obtained of 56
Colombian adults, through Google forms, who are interested in having a healthy
life, since they are overweight and have tried to do something in order to
achieve a healthy life, or improve their physical and health. The survey results
demonstrated that actually Taeq is an unrecognizable brand, because the 73%
of surveyed people didn´t recognized the brand.

2) STRATEGY

Empowering a healthy lifestyle promoting an easy way to achieve this task,

offering a nutritional guidance that could be developed using our products,
which switch perfectly with each moment in consumer’s life.

BRAND BUILDING STRATEGY

 Promise: consuming our large variety of products, as a company we
promise that you can achieve your healthy goals. In 3 months, you can
see changes in your body since our products are associated with a
nutritional plan, so you can lose sous kilograms of more.

 Strategy: Empowering a healthy lifestyle promoting an easy way to

achieve this task, offering a nutritional guidance that could be developed
using our products, which switch perfectly with each moment in
consumer’s life.

 Story: With TAEQ excuses are over! Do you want a healthy lifestyle? Go
for it!

 Freshness: Wide line of products and nutritional advice which

empowering a healthy lifestyle. That focus not only on the variety of
products but also in providing a good nutritional advice.

 Experience: People don’t loss motivation related with a healthy life style.
Creating links between the brands and consumer. Supporting them
through the Omni channel giving to them nutritional advising.
3) Marketing objectives
 Improve the brand recognition of Taeq in two years gaining the ten percent
of customers who use our brand and our products for be healthy that is
going to be measure by the market share and position it on the market as
one of the best healthy label due to its great portfolio, the solutions it gives
and their special interaction with the costumer.

 Generate loyalty of the customers to the brand increase ten percent the
average purchase of the Taeq products; creating special relationships due
to the capacity of Taeq to bring to the customer the correct solution for
achieve a healthy lifestyle and make it a feasible reality.
4) CUSTOMER DRIVING MARKETING

 SEGMENTATION AND TARGET- TAEQ

GEOGRAPHY
Country Colombia

Region Principal countries of Colombia due to the lifestyle of their

population that makes them more tending toward all what is
involved around healthy feeding.

Size of Region Since the region is the whole metropolitan area of Colombia the
addition of their respective citizens of each city is: 37’816.051
citizens. (DANE, 2017)

Density Urban
Demographics:

Age Over the age of five years.

Gender Female and male

Family All Colombian families who like quality food and variety, are exquisite
at the time of consumption, buy their products in large stores.

Income Above $1’000.000, because our consumer needs to has a high

purchasing power in order to buy Taeq’s products.

Ethnicity Mestizo, White and Amerind. Despite of sometimes some members

of native the tribes migrate to the principal cities, there are a minority,
and in most of the cases they would not buy a lot of prosecuted food.

Distribution of the processed food

consume

4% 6%

35% 55%

Processed food Processed drinks

Healthy processed food Healthy processed drinks

Source: Elaborated by the author based on Legis Comes and Invest

in Bogotá.
 Income of Colombian families

14%
12%
53%
21%

$463,500 $463,501 - $927,000 $927,001 - $1,854,000 Upper than $1,854,000

Source: Designed by the author based on: Legis Comes and Invest
in Bogotá.

As we show in the both graphics before, we select to types of

segment, first those part of population that purchase healthy
processed food and drinks, and second, those who has an income
above $927.001 COP.
 Segment 1. Innovators 1

They use to be self –confident and they control themselves in their

grocery shopping, because they don’t suffer of anxiety. The
majority of them use to be sociable. In other way, they are serious
about their sport–structure their day around training and nutrition.
Their sport is a big part of who they are and their social group. They
always have attitudes to health and wellness and fastidiously
pursue their desired diet. They Will do 'whatever it takes' to have a
healthy life and is important to mention that they always looking for
the next new thing that will give them to a better quality life. For this
reason, they usually be well informed about product efficacy.
Finally, is relevant to mention that they typically shop in nutrition
Psychographics

stores or shop in their local gym. But also, they sometimes buy in
the supermarkets other food, like milk or eggs.

Segment 2. Innovators 2

In this segment the consumer is concerned about their health & the
world, they think in their minds phrases like “you are what you eat”.
But their interest in healthy food consumes much time. They are
particular about they eat, and they determined their cooking regime
by their choices. They review the nutritional information to check a
products credentials and claims. They watch videos that advise them
of the foods and the benefit of its. And sometimes they look the
calories of the products. They typically shop at the local health food
store, farmer’s markets, supermarket as well. Fuente especificada
no válida.

Segment 3. Early adopters

This consumer has busy live–professional, educated, and do regular

exercise. But their problem is that they usually look for the magic
solution to have a perfect body. They like all about looking and
feeling good and they are prepared to make the effort. They usually
buy at health food stores, local market, healthy restaurants,
supermarket. Fuente especificada no válida.
Segment 3. Early majority

And the majority of healthy consumer may be busy lives–family, who

have kids, and work pressures, for consistent they have little time to
exercise. So, they come to healthy products when they fix a problem
when it occurs or is diagnosed. But they seek convenient solutions
without changing their normal diet. They typically shop in the
supermarket and try to buy healthier versions of favorite foods or low
fat. Fuente especificada no válida.

Segment 4. Overweight and Obesity

A segment who is a consumer of healthy product by obligation are
the overweight and obesity people. They usually have a
malnutrition because they have a lot of anxiety. Actually, “more
than 60 per cent of the Colombians suffer already from excess
weight. The children are the most affected, of every 10 children, 9
have excess weight”.Fuente especificada no válida.

Segment 5. Vegans

And the last segment is the vegetarians people, because they have
more health conscious, “Vegetarian is someone who lives on a diet
of grains, pulses, legumes, nuts, seeds, vegetables, fruits, fungi,
algae, yeast and/or some other non-animal-based foods with, or
without, dairy products, honey and/or eggs. A vegetarian does not
eat foods that consist of, or have been produced with the aid of
products consisting of or created from, any part of the body of a
living or dead animal”. They buy their majority of their products in
vegan stores. And they have a healthy life and they prefer pay
more expensive than foods that don´t care their health and the
animal life. Fuente especificada no válida.
 Here are the scientifically proven benefits of healthy eating and a
healthy lifestyle.
Controls weight
People who are interested on maintain a healthy weight, not for an
esthetic reason but for take care of their health. According to the
Mayo Clinic, being physically active accompanied of eating a
balanced, calorie-managed diet is essential to reaching your
weight-loss goals. So in that way, if our consumer wants to reach
this goal, is fundamental for him/her not only to do exercise but also
with goods habits of feeding and Taeq propose the better support
for its accomplishment.

Combats diseases
Healthy habits help prevent certain health conditions, such as heart
disease, stroke, and high blood pressure. That group of people that
walks toward keep their lives as safety as they can-in terms of
health- could find in Taeq what they were searching for which
specific purpose is to keep cholesterol and blood pressure within a
safe range through the offer of a balanced diet that gives the
necessary nutrients at the same is helping to control levels of fat
due to its very lower percentage of it. This keeps your blood flowing
smoothly, decreasing your risk of cardiovascular diseases.

Boosts energy
Benefits

Eat a balanced diet, nullify lethargic feeling in humans’ body

because the fuel it needs to manage its energy level is provided by
their properly components. A healthy diet includes:

whole grains
lean meats
low-fat dairy products
fruit
vegetables

All those mentioned above, are included in Taeq’s products and are
available in different presentations and flavors that can replace the
easily the current diet of anyone.

Improves longevity
Practice healthy habits, boost the chances of a longer life. The
American Council on Exercise reported on an eight-year study of
13,000 people. The study showed that those who walked just 30
minutes each day significantly reduced their chances of dying
prematurely, compared with those who exercised infrequently.
Looking forward to more time with loved ones is reason enough to
keep walking. Start with short five-minute walks and gradually
increase the time until you’re up to 30 minutes. (Health line, 2017)
But all above necessarily has to be supported by a high nutritive
diet that contributes the calories needed without excess, which
perfectly switch with the product lines of Taeq.
 In Colombia, a consumer buys on average every 2 days products
from the regular basket, and every 6 days a healthy product. In
terms of investment, the behavior is similar between regular
Usage Rate

products and light, in products considered healthy the average

spending is 2.03 dollars.
In Colombia the drink with the highest penetration in healthy, is
milk, followed by soft drinks powder, juices, milk drinks and
chocolate.
(Nielsen, saludables, 2014)

 CONSUMERS PROFILES
Healthy conscious families with or without children. Income above
$1’000.000 monthly. Nutritional awareness – lives in the Colombia’s
principal towns. They care about their health, and they are so worried
about Colombia’s malnutrition which usually provoke overweight or other
nutrition diseases. They like the luxury and the comfort, so they do not
care if they have to pay more for a product since it guarantees quality,
high nutrition and benefits that work in favor of their health. When they
shop they buy not only for supply their needs but also for satisfy their
likes. They usually buy in supermarkets with a large recognition and
performance as the follows: Exito, Carulla, and Surtimax. In a daily
routine they like improve their relationships through meals and diners
where spare on expenses is not an option.

People who want to conserve an esthetic fitness figure. Income above

$1’000.000 monthly. Lives in the Colombia’s principal towns and has a
busy routine but ever has enough time for take care about its health.
Aware that for maintain an excellent physic needs to make exercise and
also to strengthen it with a very balanced died that provide the principal
nutrients but with a low-fat composition. Do not care to expend more
when it is about a healthy benefit. They like to receive constant
guidance that help them to keep that rhythm and style of life and are like
to take constantly corporal measurements in order to have a strict
control of their health state. They usually buy in supermarkets with a
large recognition and performance as the follows: Exito, Carulla, and
Surtimax.
 Positioning

CURRENT POSITIONING TAEQ

HEALTHY BENEFITS Grupo NUTRESSA
100% Nutressa
ALPINA

100%

BRAND
RECOGNITION

Actually Taeq has a very large quantity of products and likewise a very big
portfolio of healthy certificated products that goes from beverage and
cookies to a complete lunch or dinner. Despite this fact, at the moment Taeq
isn´t a recognized healthy brand to provides support to achieve a healthy
lifestyle, because the brands that are in the brain of the consumer and have
the best reputation in Colombia are Grupo Nutressa and Alpina.And as we
noticed in the results of the survey to 57 adult’s population, the 75% of
surveyed population didn´t know about the brand. So, in that sense, the
principal and worrying problem that nowadays Taeq is against to, is with
brand recognition. In that order of ideas, the aim of the Taeq’s strategy is to
position itself as a recognizable healthy strong brand which give to the
customers high healthy and measure benefits. The customer will be engage
with a Wireless smart scale that will be distributed in supermarkets where
Taeq is offering. And as soon as the customer go to the supermarket in the
food section, they will want use the smart scale out of curiosity. By this way
the user will know our special nutritional guidance and with a wonderful app
developed by the brand that gives Taeq the opportunity to go beyond and to
turn into the “Right hand” of each customer on his/her task of be healthy.

CURRENT POSITIONING TAEQ

HEALTHY BENEFITS
NUTRESSA
100%
100% ALPINA

100%

BRAND
RECOGNITION
 7)

Differentiation
With this new “product”, Taeq would be completely different in comparison
to its competitors since the company not only offer a healthy product but
also increase the probability of make a drastic change in bad habits of
feeding and make the possible to maintain an esthetic physic more plausible
without the necessity of private itself from delicious and variety of flavors
and tastes. Also, Taeq help is consumer to be responsible in the care of his
health by a constant monitoring of their corporal measures. This would make
of Taeq a pioneer in the way healthy brands gives feasible opportunities to
their consumers that help them to achieve goals that in the past where only
for a few.

5) MARKETING MIX

 PRODUCT
Based on the answers of the previously explained survey and the research
performed, it has been decided to create the Taeqfit app, since its functions
would have a high reception in the market. Differentiating from our competitors
by the easy and fun method of payment. And offering an easy way to know and
take control of their body measure trough a wireless smart scale.
The wireless smart scale would be able in different supermarkets like Surtimax,
Carulla, and super Intex. And the user will be able to control their body
measurements trough Taeqfit app just by the purchase of delicious products.
As soon as you download the app, totally free, you can access to basic training
routines, advices nutritional to achieve a healthy life, and you can measure the
quantity of loosed calories per activity. But if you want to access to other
premium functions more personalized and guided by experts you must recharge
an “energy bar” through the purchase of nutritional, delicious and diversified
Taeq products. Those premium functions mentioned below are personalized
coaching & guidance, personalized meal plans, advices for fat loose, and also
you can register the calories loosed at gym´s machines, and thousands of other
astonishing functions.
All our premium functions will be personalized according to your objectives,
health conditions, and body indexes using the new payment method of TaeqFit
The app will be available on the App Store and Play Store and require of
internet connection. And also theTaeqfit app require of a phone camera in good
condition to access the premium functions, which need the QR code reader.
  Price

The Taeqfit app can be downloaded on App Store or Play store for free, and as
soon as it is downloaded, the user will have access to training routines, step
counter, calories counter and tips to lead a healthy life.
But if the user wants a personalized nutritional guide or training based on his
goals and his body measurements , he must unlock the premium features to
which he can access only if recharge your "energy bar". To recharge the power
bar the user will have to buy delicious and nutritious Taeq brand products
depending on the function that he wants to access. Within the packages and
packages of the products, there will be a QR code, with which the user can
register the products purchased through the QR code reader of the app. In the
following picture you can look the different purchase that the user has to do to
access the premium functions. This price come from a research on App Store
and Play Store of similar functions or apps like Bodyweight, PNRG, Prodiet,
nutritional guide in the gym and others. But the difference with the other apps is
that the user don´t have to use credit or debit card. And in Taeqfit the user doesn’t
have to pay additional price to the Taeq products purchase.

-Costs of development
To carry out the development of our application, it is required to make an
investment close to $ 5,000 and $ 20,000 USD. This corresponds to the
development of the app and the payment of the rent for being in the main stores
of apps like apple store and google play. Here our customers can find us and
make use of the app for free.
-Breakeven point analysis
We aim to make a total number of downloads at the first year of 3000,
projecting an approximated revenue of $20.000 COP per each download, this
price is rounded and is fixed bearing in mind the value of the first purchase for
upload the body measurements and the bought of minimum one product for
recharge the energy bar inside the app and access to the premium settings. On
the other hand, the fixed cost is rounded in $36.144.578 COP and the variable
cost is estimated in $3.500 COP. In that sense, regarding those costs and the
revenue the breakeven point analysis is:
$36.144.578
𝑄= = 2.191 𝐷𝑜𝑤𝑛𝑙𝑜𝑎𝑑𝑠
$20.000 − $3.500

 Place
This new service offered by TAEQ will be mainly located in all supermarkets
where our products are sold,like Sutimax,Carulla and Super Intex. The smart
scale will be located in the food and beverage aisle. Thus the place of the smart
scale help Taeq with our strategy because the people out of curiosity will want
use the smart scale, and this way they will know the Taeqfit app and we empower
the consumer to achieve a healthy life with Taeq help. In each supermarket will
be available two wireless smart scale in front of the Taeq gondola.
In addition, the web application will be available on App Store and Play Store
smartphone, so people can accompany the process, using their mobile phone.
 Promotion
For make a good promoting of our product, TAEQ fit will count with three different
types of dynamics:
Personal selling: in each principal supermarket where TAEQ is sold we will put
promoters for invite the customers to take their measurements through the digital
scale and post the on the app by the consume of one product with a minimum
cost of $5.000 COP.
Sales promotion: we offer to the app customers the possibility of get special
discounts on their next purchase depending of the goals they achieve and if they
fulfil the challenges the app proposes to them. The discounts are proportional to
the goals and the challenges the user accomplished.
Public relations: we will generate impact in the society with a BTL promotion
system where we pay to recognized fitness people for make publicity of our app
through their personal social media. The idea is that they access to the app and
post their progress and attainments for make "noise" in the publics and invite
them to join to the challenges too.
The main message that the PR will say will be:
“ With TAEQ excuses are over! Do you want a healthy lifestyle? Go for it!
My quality life has improvement since Taeqfit is part of my life. I can
enjoy of a variety of delicious food but at the same time a have a healthy
life.”

6) CONCLUSIONS
Through this marketing mix, taeqfit seeks to increase its brand recognition, it is
important to highlight that this product will position the brand better and seeks to
create a lifestyle for all Colombians, so they can become familiar and loyalty with
the brand.
In addition to this we can conclude that our strategy goes hand in hand with the
Colombian market, as this is very guided to digital marketing and combined with
the fit market, with those we want to get in contact with millenials and at the same
time raise the brand through the digital era.

We will use KPI´s to take control of our progress like visit frequency, session time
, depth of visit, conversions, revenue per user, social shares, retention share,
retention rate, user experience and testimonies of life.
Also we will measure Taeq´ average sales in two years and it will have to increase
ten percent as minimum. And Taeq marketshare have to increase also ten
percent. And we are going to look Benchmark and Merco to look if the brand
recognition of Taeq increase with our strategy.
At last we hope that the web page Taeq increase 30% more engaged than organic
traffic and increase 10% visitors per month from Google and Bing natural results by
year end.

Bibliografía
DANE. (2017). Obtenido de http://www.dane.gov.co/index.php/52-
espanol/noticias/noticias/4026-indice-de-precios-al-consumidor-ipc-ano-2016-y-
diciembre-2016

DINERO. (2017). Obtenido de http://www.dinero.com/economia/articulo/crecimiento-del-pib-

primer-trimestre-de-2017-en-colombia/245535

El Heraldo. (2017). Obtenido de https://www.elheraldo.co/colombia/colombianos-estarian-

dispuestos-pagar-mas-por-una-alimentacion-saludable-368211

EL TIEMPO. (2017). Obtenido de http://www.eltiempo.com/economia/sectores/pib-de-

colombia-en-el-segundo-trimestre-del-2017-120050

EMIS. (2017). Obtenido de https://www-emis-

com.ez.unisabana.edu.co/php/companies/index/description?pc=CO&cmpy=1181886

Envapack. (2017). Obtenido de http://www.envapack.com/2012/05/empaques-que-reducen-

desperdicio-de-alimentos-ganan-premio-de-dupont-packaging-a-la-innovacion/

La Ley. (2017). Obtenido de http://laley.pe/not/4030/las-7-cosas-que-debes-saber-sobre-el-

reglamento-de-alimentacion-saludable/

MERCO. (2017). Obtenido de http://www.merco.info/co/actualidad/grupo-bancolombia-

grupo-nutresa-y-alpina-las-tres-empresas-con-mejor-reputacion-corporativa-de-colo

Olimpica. (2017). Obtenido de http://www.olimpica.com/como-lograr-un-estilo-de-vida-sano-

y-un-peso-saludable/

Punto Focal. (2017). Obtenido de

http://www.puntofocal.gov.ar/notific_otros_miembros/per89_t.pdf

Scribd. (2017). Obtenido de https://es.scribd.com/doc/128596017/Estudio-de-Mercado-Go-

Green

Alameda, R. (n.d.). LA PIRAMIDE SOCIAL COLOMBIANA. Retrieved

September 14, 2017, from LA PIRAMIDE SOCIAL COLOMBIANA:
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DANE. (2016). Población por edad y sexo. Retrieved September 14, 2017, from
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https://geoportal.dane.gov.co/midaneapp/pob.html
Easy-vegetarian-diet. (2017). Retrieved from http://www.easy-vegetarian-
diet.com/vegetarian-profile.html
EL TIEMPO. (2017). Retrieved from http://www.eltiempo.com/colombia/otras-
ciudades/obesidad-en-colombia-municipios-con-mas-casos-80980
Healthline. (2017). Retrieved from http://www.healthline.com/health/5-benefits-
healthy-habits#overview1
Invest in Bogota. (2016). Alimentos procesados en Bogotá Región. Retrieved
September 14, 2017, from El mercado de bebidas y alimentos en
Colombia: http://es.investinbogota.org/sites/default/files/fs-alimentos-
procesados-bogota-2016.pdf
Nielsen. (2017). Retrieved from
http://www.nielsen.com/co/es/insights/news/2014/saludables.html
Procomer. (2016, September 21). Legiscomex. Retrieved September 14, 2017,
from Aumentó el consumo de alimentos saludables en Colombia:
https://www.legiscomex.com/BancoConocimiento/A/aumento-consumo-
alimentos-saludables-colombia-sep-21-16-16not/aumento-consumo-
alimentos-saludables-colombia-sep-21-16-
16not.asp?CodSubseccion=351&numarticulo=&CodSeccion=210
Publimetro. (2017). Retrieved from
https://www.publimetro.co/co/colombia/2015/04/30/69-colombianos-cree-
que-debe-cambiar-habitos-alimenticios.html
supermarketnews. (2017). Retrieved from
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based-tuna-sub-sushi-bar