The slide features the title "Lanzamiento Cachafaz Vegano," announcing the launch of a vegan product or initiative named Cachafaz. Its subtitle credits an integrated communication plan developed by the Marketing Team in October 2023.

Lanzamiento Cachafaz Vegano

Plan de Comunicación Integrado por Equipo Marketing - Octubre 2023

The slide "Contexto y Problema" highlights the rising vegan habits driven by consumers seeking healthy and ethical options, alongside a 25% annual market growth in plant-based products, offering benefits like balanced nutrition, reduced chronic disease risks, and a lower environmental footprint through resource preservation. It identifies a premium opportunity in the expanding niche for an innovative vegan alfajor to address this trend.

Contexto y Problema

• Auge de hábitos veganos: consumidores buscan opciones saludables y éticas.
• Tendencias de mercado: crecimiento del 25% anual en productos plant-based.
• Beneficios para la salud: nutrición equilibrada y reducción de riesgos crónicos.
• Ventajas sostenibles: menor huella ecológica y preservación de recursos naturales.
• Oportunidad premium: alfajor vegano innovador para nicho en expansión.

The presentation agenda outlines four main sections: an introduction covering context, problem, SMART goals, and target audience. It then details key messages and strategy including communication axis, tone, and channels; campaign execution with stages, actions, PR, events, and budget; and finally measurement via KPIs, results tracking, and a launch conclusion.

Presentation Agenda

1. Introduction and Objectives

Cover context, problem, SMART goals, and target audience.

2. Key Messages and Strategy

Detail main messages, communication axis, tone, and channels.

3. Campaign Execution and Budget

Outline stages, actions, PR, events, and estimated costs.

4. Measurement and Conclusion

Present KPIs, results tracking, and launch summary. Source: Lanzamiento Cachafaz Vegano Plan

The slide outlines the target audience's demographic profile, focusing on individuals aged 18-35 in urban areas of Argentina, such as Buenos Aires, Córdoba, and Rosario, who are young professionals or university students with middle-to-high incomes enabling access to premium products and active lifestyles. It also details their psychographic profile, emphasizing health-conscious consumers who prioritize vegan, nutritious options, eco-friendly practices like sustainable packaging and ethical production, and premium items blending artisanal quality with innovation to align with personal wellness and environmental responsibility.

Público Objetivo

The slide, titled "Mensajes Clave" and formatted as a quote, features the slogan: "Cachafaz Vegano: Placer artesanal sin compromisos. Con ingredientes naturales y sostenibles, ofrecemos un sabor premium accesible para todos, uniendo tradición y conciencia en cada bocado delicioso." It is attributed to the "Equipo Creativo de Cachafaz (Especialistas en Marketing Sostenible)," highlighting the brand's commitment to natural, sustainable, and premium vegan flavors that blend tradition with ethical awareness.

Mensajes Clave

> 'Cachafaz Vegano: Placer artesanal sin compromisos. Con ingredientes naturales y sostenibles, ofrecemos un sabor premium accesible para todos, uniendo tradición y conciencia en cada bocado delicioso.'

— Equipo Creativo de Cachafaz (Especialistas en Marketing Sostenible)

Source: Plan de Comunicación Integrado - Lanzamiento Cachafaz Vegano

The communication strategy focuses on the axis of sustainable innovation and accessible pleasure, using a friendly, inspiring, and authentic tone across all messages. It emphasizes blending artisanal tradition with modern vegan touches to emotionally connect with audiences through ethical values and everyday enjoyment.

Estrategia de Comunicación

• Eje comunicacional: Innovación sostenible y placer accesible.
• Tono amigable, inspirador y auténtico en todos los mensajes.
• Enfatizar tradición artesanal con toque vegano moderno.
• Conectar emocionalmente con valores éticos y placer cotidiano.

The slide outlines marketing channels and actions for a vegan or eco-friendly product, with the left column focusing on social media and digital platforms like Instagram and TikTok for creating engaging teasers and targeted ads to reach conscious audiences. The right column covers PR efforts such as press releases in specialized media, alongside events like pop-up stands at vegan fairs and supermarket sampling to drive direct interactions and immediate sales.

Canales y Acciones

The timeline slide outlines the stages of a campaign for launching Cachafaz Vegano, starting with Weeks 1-2 focused on an initial teaser phase using mysterious social media posts to build intrigue and anticipation. It progresses to Week 3 for the official launch with a virtual event and ad campaigns, followed by Weeks 4+ emphasizing post-launch efforts to encourage user-generated content and sustain brand engagement and loyalty.

Etapas de la Campaña

Semanas 1-2: Fase de Teaser Inicial Publicar posts misteriosos en redes sociales para generar intriga y anticipación sobre el nuevo producto vegano. Semana 3: Fase de Lanzamiento Oficial Organizar evento virtual y activar campañas de ads para presentar Cachafaz Vegano al público objetivo. Semanas 4+: Fase Post-Lanzamiento Fomentar contenido generado por usuarios y follow-up para sostener el engagement y lealtad a la marca.

The slide outlines an estimated budget of $50k for the overall campaign investment. It breaks down key allocations including $20k for PR and events as the largest strategic portion, $15k for digital media to focus on online reach, and $10k for social networks to drive community engagement.

Presupuesto Estimado

• $50k: Presupuesto Total

Inversión integral en campaña

• $20k: PR y Eventos

Mayor asignación estratégica

• $15k: Medios Digitales

Enfoque en alcance online

• $10k: Redes Sociales

Interacción comunitaria clave

The slide titled "Medición de Resultados" outlines key methods for evaluating marketing outcomes, including measuring social media reach and engagement, assessing sales and conversion impacts, and conducting consumer perception surveys. It also covers analyzing qualitative feedback from social media and monitoring KPIs for brand awareness and loyalty.

Medición de Resultados

• Medir alcance y engagement en redes sociales.
• Evaluar impacto en ventas y conversiones.
• Realizar encuestas de percepción del consumidor.
• Analizar feedback cualitativo en redes sociales.
• Monitorear KPIs de awareness y lealtad de marca.

This conclusion slide synthesizes how the launch establishes Cachafaz as a leader in vegan innovation, reinforcing its sustainable values and drawing in new consumers under the subtitle "Strategic Contribution to the Cachafaz Brand." It closes with the tagline "Innovating with Sustainable Passion" and a call to action: "Join the premium vegan movement with Cachafaz today."

Conclusión

Síntesis: Este lanzamiento posiciona a Cachafaz como líder en innovación vegana, fortaleciendo la marca con valores sostenibles y atrayendo nuevos consumidores.

Cierre: Innovando con pasión sostenible.

Llamado a la acción: Únete al movimiento vegano premium con Cachafaz hoy.

Aporte estratégico a la marca Cachafaz

Source: Plan de Comunicación Integrado - Lanzamiento Cachafaz Vegano