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Title: Atula. Creación de empresa y plan de marketing digital
Author: Diaz-Pinto, Alexandra
Tutor: Matosas-López, Luis  
Others: Cerdan Chiscano, Monica  
Abstract: Feminism has become an increasingly relevant topic in our society. Although there are different perspectives on its meaning and objectives, most people agree that it is a social movement that seeks to raise awareness and create conditions for transforming social relationships, achieving gender equality, and eradicating any form of discrimination or violence against women. Atula is a company that contributes to feminism by helping Wayuu women (Colombian indigenous community) sell their handmade products. Although Atula's values are primarily based on contributing to feminism and sustainability, its main objective is sales. To do this, a strong digital presence is needed to create brand awareness, generate interest and retain the customer. For this reason, a marketing plan has been proposed focused on launching Atula's business in Spain in 2024. The present marketing plan, preceded by a quantitative prospecting of the market using the survey technique, analyzes not only the business context in Spain, but also the company's own weaknesses and strengths and the brand, with the purpose of elaborating an action plan adjusted to the business objectives set out. The projected action plan, using different digital marketing actions (content marketing, email marketing, social media marketing, among others), according to the forecasts carried out, would allow Atula not only to cover the majority of the objectives defined in origin but also to reach an appropriate ROI and ROAS. In summary, we expect that the investment in time and money concludes in a profitable and well-positioned project in the sector, as well as inspiring other brands to go beyond their commercial objectives and join forces to have a positive impact on society.
Keywords: feminism
woven backpacks
indigenous backpacks
colombian backpacks
wayuu bag
sustainable product
digital marketing
Gender studies
Document type: info:eu-repo/semantics/masterThesis
Issue Date: 17-Jan-2023
Publication license:  
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