Print Email Facebook Twitter New digital strategy for Tulipán Title New digital strategy for Tulipán Author Rodriguez-Romero, L. Contributor Bakker-Wu, S. (mentor) Mooij, S. (mentor) Faculty Industrial Design Engineering Department Product Innovation Management Programme SPD Date 2015-12-14 Abstract Tulipán is a Unilever margarine family brand focused on childrens' nutrition and taste, mainly targeting mothers with young children. Despite having a very strong brand equity, online was never a priority and therefore their online presence and online brand awareness very week. This was not an issue until very recently, when digital became a key element of the brand’s strategy. The assignment was focused on creating a digital ecosystem where all of the brand online channels were mapped and their roles were defined. Additionally, the main element of the mix - the website - was further developed and re-designed in order to portray how to bring the core brand values into the online world. This resulted on the creation of “Creciendo con Tulipán” a responsive-design website that focuses on new mothers and offers relevant food related content for them on a brand environment. This content is mainly focused on recipes, tips and tricks, promotions and news. Subject strategywebsitebrandfmcg To reference this document use: http://resolver.tudelft.nl/uuid:ecef644e-62d9-427a-827f-2087b15c5a47 Access restriction Campus only Part of collection Student theses Document type master thesis Rights (c) 2015 Rodriguez-Romero, L.