DIGITAL STRATEGY

Digital & Social Media Campaign

Table of contents
1. SITUATIONAL ANALYSIS ........................................................................................................ ... 2

2. DIGITAL STRATEGY ............................................................................................................ ........ 5

2.1 TARGETING ..................................................................................................................................... 5

2.2 ONLINE VALUE PROPOSITION .......................................................................................................... 7

3. DIGITAL CAMPAIGN .................................................................................................................... 9

3.1 ONLINE CUSTOMER RELATIONSHIPS ................................................................................................ 9

3.2 DIGITAL MARKETING TOOLS (857) ................................................................................................ 11
3.3 OPTIMISATION .............................................................................................................................. 15
3.4 EVALUATION AND MONITORING ................................................................................................... 17

REFERENCES ........................................................................................................................................... 0

APPENDIX 1 .............................................................................................................................................. 1

AGUA BENDITA SITUATIONAL ANALYSIS ................................................................................................. 1

MICRO ENVIRONMENT .............................................................................................................................. 1
PERSONA #1: LAUREN .............................................................................................................................. 2
PERSONA #2, ............................................................................................................................................ 3
SUPPLIERS ................................................................................................................................................ 4
INTERMEDIARIES ...................................................................................................................................... 4
SWOT ANALYSIS ..................................................................................................................................... 5
STRENGTHS .............................................................................................................................................. 5
WEAKNESSES ........................................................................................................................................... 5
OPPORTUNITIES ............................................................................................................................. ........... 5
THREADS .................................................................................................................................................. 5
COMPETITORS ............................................................................................................................. ............. 6
POSITIONING ............................................................................................................................................ 6

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 1. Situational analysis
Agua Bendita is a Colombian swimwear brand, specialising in craftsmanship and attention
to detail in each one of their garments. Founded in 2003, it is positioned as one of the fastest
growing luxury swimwear brands in the world. Due to the uniqueness and quality of its
designs, AB products have been mentioned and published in many important publications
all around the world, such as MAXIM, Sports Illustrator, Vogue, etc.

Agua Bendita exports to more than 50 countries around the world, including Russia,
Turkey and Ukraine- having stand-alone stores as well as intermediaries department
stores such as Niemen Marcus, or Bloomingdales in the US. The brand has been
represented for their campaigns by top models of global prestige such as Kendall
Jenner, Bar Rafaeli, Irina Shayk and Candice Swanepoel, and most recently, Ariadna
Gutierrez, -the Colombian second runner-up in Miss Universe 2015. It is important to
mention that, one of the trademarks of the brand is that all of their work is handmade by
Colombian artisans who are single mothers and in that way, Agua Bendita is generating
local jobs and meeting the CSR standards.

On the digital sector, Agua Bendita has a wide fan base all around the world. Although
the brand has a strong presence in leading social media platforms including: Facebook,
Twitter, Google +; it is Instagram and YouTube that show the highest traffic (they have
313k followers on Instagram and more than 350k views on YouTube).

AB provides a wide product portfolio with more than 250 items from their latest
collection including swimwear, resort wear, active wear, for women, men and kids.
Currently, it is possible to buy their products from their official website as well as from
other intermediaries such as Revolve.com, Ebay.com, bikiniluxe.com,
theorchirdboutique.com, and more.

According to Couchman from Facebook, the online consumer behaviour trends that are
happening right now are:

the move from desktop usage to

mobile; the image based advertising;
ROPO -Research online, purchase offline.

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After studying the website, its main social media sites and the interaction between the
brand and the audience, two marketing personas were created in order to understand the
digital target audience for the brand. (See Appendix No1)

The key findings from an exhaustive analysis preciously performed have helped to
determine that the digital target audience for Agua Bendita is: female between 18-32 years
of age, of a middle-high or high income that is interested in fashion, South American art,
traveling, and the beach. She has a happy personality but also demands exclusivity and
excellent quality. An AB customer usually looks for inspiration in social media and is likely
active on social media. Eventually, she will be influenced to buy online not only for herself
but also for her close family (boyfriend, husband or even kids).

Due to its detailed hand-made manufacturing AB is positioned in the market as high end
quality and high price, which led the brand to be the number one brand of luxury
swimwear in Colombia the early 2000’s. With the appearance of new competitors in the
field, this positioning has been jeopardized bringing other brands with very successful
digital campaigns to the top as well.

To gather insight on the current scenario, diverse tools were used such as Google
Trends, Google Alerts, Google News and Ghostery to compare and track Agua Benita’s
activity and three of their main competitors.

Maaji is the direct competitor of Agua Bendita. They both strive for the same potential
market, with very similar products, prices and target audience. Although AB has a
greater recognition worldwide and has a bigger fan base in their social media, Maaji has
recently accomplished something remarkable: they were nominated for “Best Usage of
Digital Media” by Interlat Digital Marketing awards. (/twitter.com/MaajiSwimwear).
Some other competitors for the brand (Colombian swimwear brands with international
outreach) include Onda de Mar, and Leonisa.

Among the examined brands, AB has the fewer tools on their website (only four
compared to 16, 10 and 12 from the competitors): Google Analytics, Facebook Custom
Audience, Heatmap and Facebook Connect on the home page. It should also be noted
that despite being a world class brand, it is the only brand that has not been fully
translated into English which can be misleading for non-Spanish speaker potential
buyers. Another downside for the brand is the fact that they don’t offer a 100% mobile-
friendly version of the website.

3
The following report will allow the brand to develop a digital marketing strategy that
eventually will help improve their use of digital media to reach more customers.

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 2. Digital strategy
2.1 Targeting
The strategic market segmentation can be defined as “the identification of individuals or
organisations with similar characteristics that have significant implications for
determining marketing strategy” (Jobber and Ellis-Chadwick, 2013).

For the digital strategy of this campaign, two market segmentations will be approached:

Customers that are difficult to reach using other media:

Justification: Agua Bendita is a fun brand, full of colours, trend setting and that
could attract to a younger audience from a country where there is not physical
presence of the store, but where the purchase power and online shopping trend is
high.
Behavioural approach: (observed and predicted) Tracing their interests through
a multi-channel approach, such video content, mobile integration, content
personalisation, sharing social network content, so the brand becomes relevant.
(Anon., s.f.)
For instance, Joe, is looking for flight tickets in Ibiza, and he also liked a picture
of Kendall Jenner on Instagram; personalised Ad bans on his Facebook home
page, and videos on his Instagram feed will raise brand awareness in this
selected targeting.
Tools recommended: GA Audiences, Google Dynamic remarketing, Shopify
Stats and Google Tag manager.
Customers that are brand-loyal:
Justification: since loyal customers represent up to 84% of the visits to the
company’s website (Fivestars.com, 2013), it is a good segment that cannot be
ignored. This segment will be likely to spread word of mouth advertising the
product and playing as a brand advocate (Jarski, 2013)
Email remarketing and engagement:
As an example, “Lauren” who is already fan of the brand and follows AB
throughout all their social media, wants to be updated with the latest trends - not
only in beachwear, but everything related with traveling to exotic destinations and
local designs from them. Giving her a weekly email subscription with blogs that

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 appeal to her, as well as interacting with her in a prompt and effective way will
make her feelings toward the brand and her loyalty grow stronger.

Tools recommended: Tawk, ScoreCard Research Beacon and ShareThis button.

Overall, it is recommended to bear in mind that all targeting is planned towards the
Millennials generation. As stated on ThinkwithGoogle.com, "Millennials are not just a
target audience. They are a generation. Above all they cannot be ignored”. Please find
attached on the appendix 2 the online persona profile (Amy) proposed for this strategy.

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 2.2 Online value proposition

In Marketing Positioning, Agua Bendita and Maaji are positioned as high end quality
(artisanal handcraft), and high price; while Onda de Mar is set as good quality and average
price. On the other hand, Leonisa despite having good quality, sells their products at a
notable lower price.

Based on the brand´s positioning in the markets against their competitors, an Online
Value Proposition has been created in order to reinforce the brands proposition and to
differentiate from both their own offline offering and those of competitors. (Chaffey,
2010)

The Online Value Proposition for Agua Bendita is to create an App that allows
the audience “try on” different swimsuits. This app will be linked with
Instagram and Facebook phone filters and the outcome of these filters can be
later saved and be purchased from the website.

A personalized item which is an online exclusive will have an extra cost, but it
has proven to be a success with other brands such as Adidas, Ray Ban,
Volkswagen also implementing a similar technique on their websites:

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Rayban Virtual Model:

(VIRTUAL MODEL, RAYBAN.CO.UK)

Adidas Customise:

(CUSTOMISE, ADIDAS.CO.UK)

Volkswagen App

(MY VOLKSWAGEN, VOLKSWAGEN.CO.UK)

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 3. Digital Campaign
3.1 Online customer relationships
The customer journey from consideration to purchase varies depending on the external
factors the customer is surrounded by. This is why, by using tools like Customer
Barometer and The Customer Journey to Online Purchase, Agua Bendita can have a
wider knowledge of their current and future customers as well as having the ability to
make the relationship stronger.

Studies indicate that the percentage of users using a computer has slightly decreased in
recent years as the use of smartphones for online shopping has increased.
(Consumerbarometer.com).

Social
Approximately 10% of millennials become aware of a product through
advertising and social media. In addition, social media engagement is often the
first step on a customer’s purchasing journey. It is therefore important for Agua
Bendita to consolidate their diverse online channels so the first approach is solid.
Customer engagement through the addition of a blog and active interaction with
public following the marketing model of competitor brands can reinforce the
brand strategy.

Referral and Organic search

The second interactions are both referral and organic search. 56% of people use
the internet for comparing products, prices and features to help them make their
purchase decision. Influencers and Brand Advocates play an important role in
the referral for products. - 1of every 3 millennials is a brand advocate
(Thinkwithgoogle.com). Sponsoring bloggers, celebrities and events related to
beach life and summer will help raise brand awareness.

Generic Paid Search and Email

AB should implement campaigns focused on increasing affinity with the
customer with the aim of:

Giving the target audience the answers they want to hear;

Recommending the products they need and love;
Being present in their journey since moment one;

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 There are several recommended methods to implement this campaign strategy:

Through personalised ads and messages in related websites that the customer
might visit and engaging first time visitors of the website to subscribe the
newsfeed
Offering customers a discount on their first purchase can be an incentive for
customers to click and subscribe

In addition to these strategies, it should also be noted that application of

permission and interruption marketing must be applied for a friendly approach to
customer.

Display click and Brand Paid Search

Since there are around 189 million users actively blocking Displaying Ads,
(Infolinks, 2013), advertising must be relevant, targeted and displayed in
websites that the customer trusts. Examples include sponsored updates in
LinkedIn, videos on YouTube or images on Instagram.

Direct interaction on website

It is highly important to provide an even service to the customer while in the
website. Website Localization is the process of adapting not only linguistically
speaking, but also culturally and financially a given website (Captita.com,
2017). Considering that one of the objectives for this campaign is to target an
international audience, it is essential to perform a professional website
localization.

To maximise the positive customer experience, the accurate usage of these digital
communications technologies (including customer services, database, email and social
media marketing, and personalised web messages) will cause conversion rates growth.
(Chaffey & Ellis-Chadwick, 2010)

On the other hand, when the app for Agua Bendita is created, offering VIP programmes
as well as creating a platform where there is networking between customers with shared
characteristics will add value and create advocacy.

10
Digital marketing tools
After the targeting and measurement of customer journey has been made, the following
marketing channels and social media tools are recommended in order to allow AB to
effectively optimize their approach and enhance their conversion and retaining ratings.
(Charter, 2017).

It is imperative to highlight the importance of platform interconnections in the present

world. The Internet of Things (IoT) is allowing consumers to have all of their devices
and interfaces synced (Charter, 2017) and therefore for the marketing campaign the
approach to customer must be integrated, clear, consistent and modified for each
channel. The following graph illustrates the selected channels for this campaign

Content SEO
Marketing

Social Mobile
Media Marketing
Channels

Social Media
AB’s strongest social networks are Instagram, Facebook and YouTube. Strong
performance on these platforms is achieved by sharing content through their own social
media accounts, as well as with brand influencers like Sofia Vergara (Who has been
spotted wearing the brand while vacationing). As being social also earns points in SEO,
it is wise to stay active on this channel (Hausman, 2016). Being relevant, sharing others
contents and links that can appeal to their target audience. Implementing schedules and
frequency for the different channels to post the same content will keep different channel
audiences updated and in congruence.

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Tools:

Tawk: Free tool that lets monitor as well as chatting with the customer on the website
for free. The main advantages from this app are monitoring in real time, engagement
with visitors, and localize messages (tawk.to, s.f.)

ShareThis Button: increases the engagement and social referral by allowing the website
to display share buttons on their website (sharethis.com, 2007). Also, this application
enable notifications that inform when the website is trending.

Hootsuite: Perhaps the most popular application for social media management.
Hootsuite is used by Agua Benita’s direct competitors and therefore it is recommended
to use it as well. The main feature of this app is the two-security authentication that
makes users their data is protected. (Hootsuite.com, 2017)

(INSTAGRAM, 2016)

Content Marketing
Consider to be one of the pillars of the digital communications, content marketing is vital
for all types of channels either email marketing, social media, conversion rate optimization,
search, etc. Developing a great content strategy will be of vital importance for the success
of the Agua Bendita Digital campaign. (Chaffey & Ellis-Chadwick, 2010)

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Agua Bendita needs to let theirs customers know about their story and how the core
values can connect in a deeper level by generating articles in blogs linked to the lifestyle
the persona’s profile might have.

For instance, the next summer 2017 collection is coming in, and to letting their
followers know that it is inspired in “Coachella Music Festival” they can post articles
about this specific subject as well with related subjects such as “Festival Music”, “Road
trips in California”, “Food trends in Festivals” etc. This can also be supported by the
email subscription –utilising Chimpmonk mailing list- sent weekly to audience already
linked in their data base and VIP’s.

Based on the Content Marketing Matrix, the positioning for Agua Bendita content
would be Inspire.

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SEO
Content must be optimized to rank well in search. By utilizing Google´s Keyword
Planner, the following generic keywords were chosen

Keyword Avg. monthly Competition Suggested Bid

searches
Beachwear 1k-10k High £0.49
Handcrafted 100-1k Low £0.14
Luxury swimwear 100-1k High £1.22
Holiday Clothing 1k-10k High £0.33

Due to the fact that a Long tail keyword is easier to rank than common and generic
keywords, it is recommended to also use specific search terms to higher the changes of
conversion. (Van de Rakt, Marieke, s.f.)

Generating the correct keywords for the optimized brand performance and retention,
such as: “Colombian artisan handmade swimsuits” “Caribbean luxury swimwear”
“exclusive Latin-American bikinis”

Mobile Marketing
Even though mobile platforms and desktop are quite similar in many aspects, the fact
that mobile can be used at any moment and different locations, the choices for
remarketing for Agua Bendita are extraordinary. (Chaffey & Ellis-Chadwick, 2010)

Part of the strategy campaign for Agua Bendita is to have a fully capable Mobile based app,
that allows the consumer navigate through their pages without having to zoom in to read the
data, and giving the consumer an improved experience within their fingers reach.

Due to mobile migration, there is a new definition called Micro-moments where

customers expect brands to provide solutions in real time. (Thinkwithgoogle.com,
2017)This is when, Agua Bendita through remarketing will find the answer for
customers to questions such as: “boyfriend-girlfriend matching outfits for holidays” or
“Design my own swimsuit online”

The app designed for the OVP will also play a major role in this area since is made to
interact live either online-offline and it is meant to be used on built-in camera devices.

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 3.2 Optimisation
In order to optimise the digital campaign, competition benchmarking has been applied
so there is an understanding of competitors of the field. Based on their activities, further
strategic decisions shall be taken. (Chaffey & Ellis-Chadwick, 2010).

Acquisition
Going viral through social media: Creating a controversial article, video and pre
campaign that generates buzz, the audience finds interesting, and it’s relevant to Agua
Benita’s customer’s needs.

Brand Awareness: generating trends on social media through hashtags like #IamABgirl
or #wanderlustwithAB.

Generate Traffic to the website with other tactics that can be applied for acquisition are
Cost Per to thousand (CPM) display ads on site and Pay-per-click (CPP) Ads., targeting
long tail key words, collaborating with other international brands, for example
netaporter.com, Honest Beauty, Kohl’s, non-profit organisations supporting women, etc.

Web analytics it is recommended to continue using Google Analytics, as well as

Facebook connect for data collection.

Multichannel data collection by collecting personal data instore, for example at till for
offline customers. Simply asking to link the customer email to the system.

Opt in mail: finally, it is vital to offer an opt-in mail for information, content and mainly
special offers that could not be obtain by any other channel.

Conversion
The main tools that will help converting visitors into customers for AB are:

Mouse flow: This tool will help to track visitor’s journey while in the website, like
clicks, scrolls, activity and more. It can be very helpful for Agua Bendita to take action,
fix and upgrade the website. It also provides support on checkout and dynamic content.
(Anon., 2017)

Media share based on the analysis made to the AB competition, it was found that the
DoubleClick app and ShareThis buttons was used by most of them in order to increase
engagement.

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Optimizing on-site SEO, will play a main role in conversion. Agua Bendita needs a
mobile-friendly, interactive and fast website that makes pleasant and trustworthy
experience for the visitor.

Retention
To enable the retention of returning customers and enhance the brand loyalty, it is
recommended for the company to keep relevance by constant blogging, after purchase
support 24/7, assist and share of information, and creation of relationship marketing
with VIP clients. (Chaffey & Ellis-Chadwick, 2010)

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Evaluation and monitoring
To provide a statistical analysis, performance measurement and fix the content and
design in accordance to the customers’ needs, it is recommended to apply the following
tools to Agua Bendita website. (Chaffey & Ellis-Chadwick, 2010)

4. ScoreCard Research Beacon: (Anon., 2017) studies and reports on Internet trends
and behaviour two main sources: surveys and web tagging. This tool will help
measuring KPI including the leading performance indicators (the predictable)
and lagging performance indicators (those to take corrective actions)
5. AppDynamics: According to PC Magazine, the best website monitoring services
for business is AppDynamics (Marvin, 2016). The Convenience and the speed of
how they interacted with the website makes this tool the most suitable for AB.

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References
Anon., 2017. mouseflow.com. Available at: mouseflow.com

Anon., 2017. Score Card Beacon. Available at: https://www.scorecardresearch.com/

Anon., s.f. Smart Insights. Available at: smartinsights.com)

[Último acceso: 2017].

Chaffey, D. & Ellis-Chadwick, F., 2010. Digital Marketing, 6th Edition. En: s.l.:s.n.

Charter, E., 2017. Why brands need to get smart about customer identity and the
Internet of things. Available at: www.fourthsource.com/data/brands-need-get-
smart-custormer-identity-internet-things

Hausman, A., 2016. Integrated Marketing. Available at:

www.business2community.com/integratedmarketing-digital-marketing

Hootsuite.com, 2017. https://hootsuite.com. Available at: https://hootsuite.com

Infolinks, 2013. bannerblindness.com.

Marvin, R., 2016. PC Magazine. Available at: http://uk.pcmag.com/cloud-

services/72231/guide/the-best-website-monitoring-services-of-2016
sharethis.com, 2007. Sharethis.com.

tawk.to, s.f.

Thinkwithgoogle.com, 2017. Think with Google. Available at:

https://www.thinkwithgoogle.com/collections/micromoments.html

Van de Rakt, Marieke, s.f. Yoast.com. Available at: Yoast.com/focus-on-long-tail-

keywords
Appendix 1
Agua Bendita situational Analysis
Agua Bendita is a Colombian fashion brand founded in 2003 specialized on swimwear
and beachwear for women, men and children. The brand became worldwide famous
since the magazine “Sports Illustrator” chose one of their suits to be worn by their
models and later on be published in their international edition.

Since then, Agua Bendita puts all of their efforts on exporting high quality luxury
swimwear across the world. Currently the brand has more than 54 stores around the
world including Russia, USA, Spain, Australia, and most of South and Central
American countries.

On the following section of this study, an analysis will be made on both external and
internal factors that might have an impact on the brand. (Anon., 2017)

Micro environment
Customers
According to Internetlivestats.com, more than 3,000 million people has access to the
internet today, more specifically from Asia, America and Europe.

The target is women between 16 and 35 years old, with a high purchase level, that have
access to the internet and a high engagement with social media.

Agua Bendita consumer behaviour:

Based on secondary data of the findings on the official website, plus their social media
followers, celebrities and influencers, three typical personas for the brand were created
to communicate the results of user research better:

1
Persona #1:

“I love traveling to exotic destinations and

sharing my life with my followers and friends
online”- Lauren, the social fashionista, 23
Lauren is a freelance journalist, loves travelling
around the world, trying new things and she is
obsessed with yoga, green and nature. In her recent
trip to South America, she found loads of inspiration
for her blog articles and she appreciates the
uniqueness of hand craft and free trade garments.

FRUSTRATIONS: LIKES
• NO Wifi in hotels or cafes • Smartphones with good camera
• Forgetting her battery charger • Hashtags
• Not getting enough likes on her post • Interacting online with people similar
• Not finding her size in websites to her/ followers
• Watching cat videos
• Following inspirational people
on Twitter/Instagram

NEEDS
• Update her blog and social media on
a regular basis
• Find great new brands that fill up
her expectations
• Online purchases that have a prompt
and safe delivery

MAIN FEATURES
• Traveller
• Goes to luxury and exotic destinations,
• An early adaptor,
• Fashionista
• Educated and affluent
• Likes to share her social life through media
• Has the latest trend on technology such as high end
smartphones, tablets, laptop and even smart watch
• Is from or loves the South American culture, colours, shapes,
etc.
• Demands for excellent customer service and best
quality available

2
Persona #2,

“My motto is live life to the fullest”- Joe, 27,

the gadget surfer
Joe is an entrepreneur from France who recently
moved to a small town in the Colombian Caribbean
coast. He is the owner of a Hotel boutique where a
lot of backpackers from Europe come to surf and
additionally he provides surf lessons too.

FRUSTRATIONS: LIKES
• No bilingual local websites • Promoting his business online
• Non weatherproof gadgets • Online money transfers from all over
• Items not looking exactly the the world to South America
same as the picture on the website • His go-pro camera
• Bad reviews of his hotel • Functional- fashionable garments

NEEDS
• Good broadband speed
• Collaborations with travel-fashion
bloggers to recommend his site

MAIN FEATURES
• Entrepreneur
• Wears typical South American colours
• Keeps a healthy routine- surfs ,
• Trust in his girlfriend fashion advice
• ROPO profile: Research online,
purchase offline

3
Suppliers
AB uses Google Analytics which is a tool that helps tracking customers and gives
insights about their journey through the website, as well as the whole experience
determining if they are satisfied with the website, either if they are engaging to buy the
products, or if they are not, why are they leaving the site.

Another supplier found on the website is 2CheckOut.com which is an online payment

platform that allows websites and mobile sites to accept payments from buyers
worldwide, with localized payment options (Anon., 2017)

Intermediaries

The Orchid Boutique www.Theorchidboutique.Com

All Wet Beachwear www.Allwetbeachwear.Com

Bikini Beach Star www.Bikinibeachstar.Com

Bikini Lush www.Bikinilush.Com

Boutique Rusia www.Boutique.Ru

Butterflie Sand Bikinis www.Butterfliesandbikinis.Com

Cacique Boutique www.Caciqueboutique.Com

Canyon Beachwear www.Canyonbeachwear.Com

Chicka Bikini www.Chickabikini.Ru

Curves N Waves www.Curvesnwaves.Com

Gone Bananas Beachwear Gonebananasbeachwear.Com

H2o Swimwear Dallas Shop.H2oswimweardallas.Com

Kayokoko Swimwear Www.Kayokokoswimwear.Com

Kayokoko Swimwear Www.Kayokokoswimwear.Com

Matildas South Africa Www.Matildas.Co.Za

Molly Browns Swimwear Www.Mollybrownsswimwear.Com

Nikkis Boutique Nikkisboutique.Com

Pesca Boutique Www.Pescaboutique.Com

4
 SWOT Analysis
Strengths
International brand recognition thanks to Sports Illustrated
Strong international presence in around the world
Large existing customer base
One of the “Hottest Designer Bikini Brands in the World”

Weaknesses
Official website is not 100% translated into English
Price currency is misleading: some prices are based on Euros but followed by $ sign
Weak mobile platform: homepage is mobile friendly but when checking out the product,
it is very small and hard to make payments
Slow response from customer service

Opportunities
New key suppliers and intermediaries
Online bloggers advertising brand- collaborations
Celebrities spotted wearing the product on social media: free publicity from influencer
Cross selling
Brexit: business opportunity with markets outside EU

Threads
High range of competitors with lower prices
Language barriers on website
Not enough usage of tools on website
Low interaction with customer in social networks
Channel conflicts
Culture shock
Scam and cloned payment cards

5
Competitors
One of the most important exports from Colombia is textile industry, more specifically
lingerie and swimwear. Therefore, it is not surprising that Agua Bendita faces a wide
competition among other Colombian brands at a national level as well some other
important international brands.

MAAJI http://www.maajiswimwear.com/
ONDA DE MAR https://ondademar.com/
LEONISA http://www.leonisa.com/uk/
PHAX http://www.phax.com.co/

Positioning

In Marketing Positioning, Agua Bendita and Maaji are positioned as high end quality
(artisanal handcraft), and high price; while Onda de Mar is set as good quality and
average price. On the other hand, Leonisa despite of having good quality, the products
are sold with a notable lower price.

6
 AB Social Media Activity
400000

350000

300000

250000

200000

150000

100000

50000

0
facebook Instagram Youtube Twitter

likes followers

AB Social Media Activity

400000

350000

300000

250000

200000

150000

100000

50000

0
facebook Instagram Youtube Twitter

likes followers

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 Likes and views on Social Media
2000000
1800000
1600000
1400000
1200000
1000000
800000
600000
400000
200000
0
Agua Bendita Onda de Mar Maaji Leonisa

Instagram Facebook Youtube Twitter