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Title: Wetaca y la fiebre de los tuppers en España
Author: Gil Goncet, José Manuel
Tutor: Méndez-Aparicio, M Dolores  
Others: Cerdan Chiscano, Monica  
Abstract: If there are pleasures in life, one of the most important, if not the most, is food. Whether in company or alone, food is a unique instrument that crosses borders and generates emotions. We all love to eat, and now, in the midst of the Digital Revolution, it is easier than ever thanks to home or precooked food. Delivery services have helped consolidate a model that seems to have always existed. Food delivery companies offer a wide menu of food and beverage options, at affordable prices and with a fast and reliable delivery service with which they satisfy the needs of users. In Spain, the interest in prepared food and home delivery does not stop growing. According to Aecoc (2022), 43% of Spanish consumers buy prepared dishes in supermarkets and 26% request delivery frequently. Data confirming that the online food delivery sector is one of the most stable sectors in the current market (Jus Eat, 2022). In fact, according to Statista forecasts, online food order delivery revenue is expected to exceed $450 billion by 2027. For this reason, Wetaca arises. This Spanish brand, formed in 2014 and based in Madrid since then, saw a market opportunity in the food delivery service. It was all based on junk and low quality food. After analyzing the consumption habits of Spanish consumers and society in general, they decided to embark on a trip in a Tupperware. Its mission was none other than to offer a healthy and comfortable alternative for those people who did not have the time or ability to cook, but who wanted to eat tasty and healthy. A totally different concept from the one promulgated by delivery service companies. A groundbreaking idea that in less than seven years has grown to generate a turnover of 13 million euros in 2022. And this is only the beginning of a path that will give a lot to talk about. For this reason, the Wetaca brand has been selected as the object of study. A digital marketing plan with which it has been tried to raise the level of the company in numerous aspects, to which it has been concluded that its implementation would be extremely interesting and recommendable.
Keywords: e-commerce
digital marketing plan
food delivery online
tuppers at home
web positioning
delivery sector
social media plan
Document type: info:eu-repo/semantics/masterThesis
Issue Date: 22-Jun-2023
Publication license:  
Appears in Collections:Trabajos finales de carrera, trabajos de investigación, etc.

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