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Brand Strategy · Ecommerce · Marketing AnalyticsAcademic group project

Brand & Ecommerce Growth Strategy for an Olive Oil Cooperative

Repositioning, e-commerce, performance marketing, and financial modelling to transform a bulk-oriented cooperative into a premium B2C brand.

Type

Academic group project

Area

Brand Strategy · Ecommerce · Marketing Analytics

Tools

Shopify · Excel · Looker-style KPI thinking

Techniques

Brand positioning · SEO/SEM · P&L · ROI / ROAS · CLV:CAC · Go-to-market

Output

Digital growth strategy + business case

Value

Group project where we analysed the shift of an olive oil cooperative from bulk sales to a premium B2C brand using strategy, ecommerce, pricing, and financial modelling to define an actionable roadmap.

100.000 €

Total budget

Projected
5,12 %

Projected ROI

Projected
12,95

Projected ROAS

Projected
4,3:1

Projected CLV:CAC

Projected
105.121 €

Projected net profit

Projected
1,14 años

Projected payback

Projected

Executive summary

A strategy and growth case where the challenge was not only to sell more, but to capture more value. The project translated a high-quality, origin-driven product into a brand architecture, direct channel, acquisition plan, and financial model with metrics clearly labelled as projected.

Business context

The cooperative had a high-quality product, differentiated origin, and DOP Sierra Mágina, but it was not capturing enough brand value. The challenge was to create a digital strategy capable of improving margins, building the brand, and opening a direct-to-consumer channel.

My role

Group project. My contribution focused on market analysis, strategic diagnosis, positioning, product architecture, pricing, financial modelling, KPIs, and business-case construction.

Data & methods

  • PESTEL, Porter Five Forces, TAM / SAM / SOM, VRIO, and competitive benchmarking.
  • SWOT / CAME, STP, buyer persona, and customer journey.
  • Product architecture, pricing, and e-commerce planning on Shopify.
  • SEO / SEM plan, social ads, email marketing, and loyalty programme.
  • P&L, ROI, ROAS, CLV:CAC, payback, and KPI dashboard.

Process

  1. 01External and internal diagnosis.
  2. 02Problem identification: dependence on low-margin channels.
  3. 03Strategic repositioning under a premium brand.
  4. 04Definition of buyer persona and customer journey.
  5. 05Design of a three-tier product architecture.
  6. 06Design of the digital ecosystem: Shopify, SEO, SEM, social ads, and email marketing.
  7. 07Retention design: Club del Olivar.
  8. 08Financial modelling and dashboard design.

Key outputs

  • New brand identity: “Milagro de la Sierra”.
  • Three-tier product architecture.
  • Direct-to-consumer B2C strategy and Shopify e-commerce.
  • SEO/SEM plan, social ads, display, email marketing, and influencers.
  • Loyalty club, budget, P&L, ROI, ROAS, CLV:CAC, and payback.
  • The cooperative had room to capture more value by moving away from a commodity logic.
  • The premium proposition required consistency across positioning, channel, product architecture, and pricing.
  • The direct channel made it easier to defend margins and build a relationship with the final customer.
  • Retention and CRM were necessary to sustain CAC and mid-term profitability.

Business implications

  • It demonstrates the ability to connect strategy, digital marketing, profitability, and execution.
  • It is especially relevant for consulting, agencies, Big 4 firms, growth teams, e-commerce, and strategic marketing.

Limitations

  • Academic project.
  • Projected metrics, not real post-implementation results.
  • Financial assumptions subject to market validation.

What I would do next

  • Validate pricing with demand testing.
  • Launch a Shopify MVP.
  • Run pilot campaigns and measure actual CAC by channel.
  • Compare retention cohorts.
  • Build a live dashboard connected to GA4, Shopify, and CRM.

Assets

View summaryComing soonDownload reportComing soonPDF summary when available.View dashboardComing soonDashboard mockup planned for this version.

Suggested visuals

Strategy map.

Acquisition-conversion-loyalty funnel.

Product architecture pyramid.

KPI dashboard mockup.

P&L metric cards.

Q1-Q4 timeline.

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