Case study. Company redefining its digital marketing strategy to penetrate the Spanish market.

1. PUJALISTA.COMcombining offline & online

3. Attractive model for consumers since prices are below wholesale and products are brand-new rather than used

4. Profitable business model

5. Management is not taking into account local market needs and behavior

6. Lack of trust and transparency

9. Cent bid sites have been gaining popularity in Europe in recent years

10. Opening in new markets

12. Develop blended marketing plan in next 2 months

13. Collaboration with Ideas in a Jar

15. Provide reliable and quality service

16. Be Trendsetter

19. Blended Marketing Plan-emphasis on mobile and traditional offline methods

20. Products: Variety of products, auction packages, gift vouchers

21. Price: Odd-ended pricing $0.89 for internet bids and $1.29 for mobile bids

23. ACTION PLAN

24. Action 1: Boost Brand Awareness and word of mouth

25. Affiliate Marketing Link Pujalista.com with these sites and will pay per click commissions to the sites.

26. Viral Marketing Develop a series of viral ads emphasizing the crisis in Spain using a variety of political, sports, and celebrity figures. Encourage viewers to use Pujalista.com to save money by bidding on products. Doctor! I just go to Pujalista.com Ninja! How are you going to face the crisis?

28. Place Bluetooth technology in high traffic consumer areas such as Gran Via, major soccer matches, metro stations, buses

32. Communicate the transparency and trust factor by explaining how the clock is reset when each user bids on an item and to explain the validity of these bids.

34. Create television game show based on Pujalista to be aired during late night segment

35. Run Pujalista commercials when Home Shopping Network, Sports programs are aired

37. Promotion through second “category” radio stations: latin music programs….

39. Car magazines

40. News: El Mundo and El Pais

44. Action 3: Maximize Digital Marketing Mix

45. Promotional Mini-sites Create mini-site to promote the use of mobile bidding and special promotions.

47. Online coupons through promotional mini sites.Buy 2 Pujas, Get One Free!

48. Visitor Relationship Management Interests of Pujalista Users

49. Avatar profiling to create more transparency and credibility and emotional connection AVATAR

50. Instant messaging (peer to peer) To entertain and build a sense of community

51. Customized recommendations (personalization) “You just won a Wii console” “You might also be interested in the following items”:

53. Intermediate Player

55. Place pujalista.com logo on sports, concert, and event tickets

57. Football matches: flyers on seats

59. “Pujas Doradas”(Golden Bets) in chips to target mass markets00:10 PujaDorada

60. Start bidding NOW!!!!