Duquesa Digital Proposal
What do we want?
Where are we?
Where are we going?
What we want
POSITIONING
Position our brand by delivering a clear differential value to our consumer, achieving entry into more colombian households (B2C) and reaching bakers directly without intermediaries in order to become an strategic ally (B2B)
Where are we?
Digital ecosystem analysis competitive landscape.
La Fina
Website Performance | La Fina
La Fina is a product of Grasco; however, it is not highlighted to a large extent, there is only a logo attached at the bottom of the landing page.
They have a B2C communication, no communication linked to large chains is identified; however, there is a form to leave information and contact.
When entering to La Fina website we find that there is an error on the Home, hence its first website is related with La Fina Mesa showing its two products.
A Customer Journey is not clearly identified On La Fina website, as this can be usually seen on the home.
They have a section that makes the landing attractive, especially to those curious clients who are looking for cooking recipes. It is a perfect opportunity to show your product.
There are no actions focused towards the sale, only content branding.
SEO | La Fina
We found 5 actions on the menu: home, products, Fina kitchen, Fina table and contact. Home is the only non-working option.
The site has an acceptable score of 5.7 seconds when the user is present.
We found that 40% of the organic traffic concerning La Fina is related to the headquarters, Grasco.
They do not have redirect and have a 401 error.
They have zero broken links and do not have an answer page to 404 errors.
They have a preparations section and recipes within the website.
Information was not decisive within the tools used, as there is no information available.
SEO | La Fina
When running the website within Woorank we found that no results were returned, this is due to the website having problems with the 301 redirection.
The website of Grasco has a 404 error when entering. When searching the company we found that its positioning on an SEO level is low.
SEO | La Fina
La Fina 590 Vol/Month
La fina margarina 590 Vol/Month
Mantequilla la fina 590 Vol/Month
Margarina la fina 590 Vol/Month
Grasco ltda 390 Vol/Month
La fina mantequilla 70 Vol/Month
margarina la fina grasco 20 Vol/Mes
It is estimated that the monthly traffic is 282 people, we found a reactivation in the last 5 months.
La Fina has 83 organic SEO positioning words.
Within the 6 words positioned for the brand, it is estimated that an average of 340 monthly searches are received.
Social Media | La Fina
Social Media: Facebook 35.561, YouTube 89 / LinkedIn -.
Advantage: They carry out branding and their product is highlighted with various moments of use. Nonetheless, a great variety of content axes are not displayed. Their graphic line is defined. They perform audiovisual content with recipes.
Disadvantage: Its last publication was in 2019, which means it is not updated. An Instagram page is not identified.
Who is it addressed to: It is directed to the end user, no communication with large chains is identified.
How do they capture leads: They do not have CTA’s nor they call to action to make a purchase, it is purely branding.
La Fina Analysis
To highlight
The content that highlights the benefits of the product and the different ways of use.
To improve
The user experience on the website, update content and contact channels.
To transform
Social media that have been abandoned since last year.
Rama
Website Performance | Rama
The website of Rama does brand branding “DESDE 1973 SIENDO PARTE DE COLOMBIA” highlighting history.
It is identified that on the home page they highlight their product with a great video, where the details of the process are shown.
After entering the website, it presents navigational problems when opening another section.
It is important to highlight that they have a commercial alliance with Exito, since they do not have e-commerce but you can make online purchases through the platform of this large chain.
They have a section that helps with organic positioning with tips and advice “para tus hijos” “Para Navidad” and “Disfrutar en familia”, and they also display all the content for recipes.
The Consumer journey is clear, since there is a proposed order by branch, where the value content is more exposed than the products themselves.
SEO | Rama
Rama has 7 actions within the website, these are: Easy Recipes, Tips & Advices, Products, Recipes, About Rama, Contact us and Buy Online.
It has analytical tools such as: Google Analytics, Google Tag Manager and New Relic.
The website presents problems in terms of indexing speed in time (11.5) and in web weight (8,23 MB).
One of the main problems within the site is the loading time and the size of images.
The H1 of the site is Rama.
On a user experience level it is 86% friendly.
SEO | Rama
The review of the website through Woorank allows us to determine that the performance of the site is affected by the following errors:
Schema.org
Twitter Card
DMARC
Resource minification.
Resource and cache compression.
Social media statement.
The performance of the site is low, which is why it is located in the ranking of the region at: 6,999,855.
The main words within the brand search are related to the preparation ideas they present.
SEO | Rama
Rama
brazo de reina 875 Vol/Month
torta maria luisa 428 Vol/Month
mantequilla rama 395 Vol/Month
rama mantequilla 395 Vol/Month
chipi chipi 356 Vol/Month
maria luisa torta 237 Vol/Month
carimañola 195 Vol/Month
brazo de reina 138 Vol/Month
In the internal positioning of the website we found that the words are the preparations.
We found that the search reactivation for the brand was in November.
The positioning due to brand recognition is of third import, it is estimated that the volume is of 14.800.
Social Media | Rama
Social Media: Facebook 214.263, Instagram 7,479 and YouTube 4.52k.
Advantage: They have valuable content doing lives and Webinars, their social networks are very active since they publish content frequently. They have a Rama Academy, which refers to recipes to make, they highlight where their product comes from, talk about palm oil and other content that reflects a process and a background. On youtube they have different sections, El portero (travels around Colombia making recipes with different ordinary people), recipes with chicken, with eggs and challenges.
Disadvantage: There is no difference between Instagram and Facebook, since by duplicating content a role for each of the channels is not displayed.
Who is it addressed to: It is aimed at the end user, no communication to large chains is identified.
How do they capture leads: They have CTA’s that go to the web and YouTube, here it is identified that their great value is on the branding of the brand.
Rama Analysis
To highlight
The clear positioning of tradition and naturality that is fed with the content generated by the brand in different points of contact. The alliance with exito.com
To improve
Their positioning in SEO and the user experience in the webpage.
To transform
Their digital actions that can take better advantage of the audience acquisition that they are already doing.
Gustosita
Website Performance | Gustosita
In the Consumer Journey, the first step is a video with FannyLu, in this video they highlight their website taking into consideration their recipes and what can be found there. After finishing the video their products are presented.
Their communication is very close, children are a highlight in all of it.
They have a section of Gustoresetas, where there are breakfasts, lunches and afternoon meals, or also a section for those who don’t know what to cook.
In Gustitips there is a section with a nutritionist, who gives nutrition advice and a section of Gustomamá where handcrafts with the same boxes and more. It can be concluded that this website has branding and content as its function.
Here we speak 100% to the end user.
They use Whatsapp as an important channel, since the form is filled out and terms and conditions of that group are accepted.
SEO | Gustosita
In the analysis performed over the website we found that it has the following tools: WordPress, Facebook Pixel, Google Analytics, Google Tag Manager y reCaptcha.
Within the website performance two problems are seen at the indexing level, such as loading time (7.9 seconds) and website weight (23 MB).
One of the main problems is the need to modify the render structure of the website as well as reducing the size of the images.
The website does not have H1 within its structure.
One of the most important loading problems is presented in the videos of the website.
SEO | Gustosita
Within the website analysis we found that the brand has the following positioning problems:
Atributo Alt
Open Graph Protocol
Twitter Card
DMARC
Resource minification
Resource cache
Social media declaration.
In its construction, the page only has H2 titles.
At the user experience level, the page is 86% user-friendly within navigation.
SEO | Gustosita Gustosita Vol/Month
huevos revueltos con salchicas 1 Vol/Month
salchicas queso 0 Vol/Month
recetas con salchicas y queso 0 Vol/Month
postrecito 0 Vol/Month
crispetas 0 Vol/Month
The SEO work on the website is low
Despite having a blog content construction, the positioning at the search engine level is zero.
For this brand we found that the positioning of terms and searches are relate to the preparation of dishes and not to brand topics.
Gustosita Analysis
To highlight
The connections it achieves with its consumer through content that generates closeness between mothers, the product and their children. Maintaining communication through Whatsapp channels is an advantage.
To improve
The positioning on the website and the actions to be carried out from there. Take its consumers to purchase through digital portals.
To transform
The roles of their social channels which are not clear and replicate content.
La preferida
Website Performance | La Preferida
It is seen that La preferida does not appear in other marketplaces different to their website.
When searching on Google La Preferida, no associated words were found.
When searching for La Preferida Margarina it is the first result in the search.
It does not appear on social media or other digital communication channels.
It is displayed as the third in the marketplace.
La Preferida Analysis
To highlight
Its participation in different marketplaces that boost its recognition from external channels. (They are not many)
To transform
The positioning and presence in its own digital channels and the experience to be delivered to consumers.
Category Landscape
How are they seeing the end user in the category?
Primary target
Colombian mothers who look for the best option in their preparations that they like and that is healthy for their children.
Amateur cooking lovers who seek ease and flavor when preparing their meals.
Content topics
Recipes
Tips for mothers
Nutrition
Product uses
Nutritional benefits
Indulgence
Communication Channels:
Facebook: Connection channel with consumers.
Instagram: Appetizing products.
YouTube: Recipes and tips.
Website: Institutional and product information
WhatsApp: Direct contact with consumers.
E-commerce: Marketplace, Shopify and own
Communication territory
