Evolución del marketing digital: caso de la marca ecuatoriana Forestea

Print ISSN: 1390-3837 / electronic ISSN: 1390-8634, UPS-Ecuador, No. 35, September 2021-February 2022, pp. 61-80. https://doi.org/10.17163/uni.n35.2021.03 Evolution of digital marketing: case of the ecuadorian brand Forestea Evolución del marketing digital: caso de la marca ecuatoriana Forestea Diego Bravo Torres National University of Loja, Ecuador dabrav[email protected] https://orcid.org/0000-0002-6347-8752 Mónica Hinojosa-Becerra National University of Loja, Ecuador [email protected] http://orcid.org/0000-0003-3288-2135 Received: 04/04/2021 Revised: 15/05/2021 Accepted: 29/05/2021 Published: 01/09/2021 Abstract The digital marketing strategies of the Forestea brand were analyzed on the Facebook social network in order to establish whether there is an evolution in the digital development of the brand. Forestea launched its brand on Facebook in 2013 as a strategy to diversify its consumers. The products were analyzed including: composition, color factors, typography, message, content and form of diffusion. Followers’ interaction with their Facebook web page was observed. The data obtained were systematized in observation files. This made it possible to determine the tools and resources that Forestea has used to strengthen its digital marketing through Facebook. The products published on the social network were counted, the months of January, June and December from the years 2013 to 2018; Due to the fact that the sales of the product have an increase of 45 % in the national and international market in the month of January. In December it falls by 50 % and in June they remain balanced. The stored data were summarized in tables per year, with a total of 24 observation files throughout the investigation. Since 2013, the brand’s digital marketing has evolved by changing colors, typography and the way images are presented on the social network. But they still need to strengthen the credibility of the followers and retain them to the brand. Keywords Communication, marketing, Facebook, Forestea, brand, digital, Internet, loyalty. Suggestd citation: Bravo, D., & Hinojosa-Becerra, M. (2021). Evolution of digital marketing: case of the ecuadorian brand Forestea. Universitas XXI, pp. 61-80. https://doi. org/10.17163/uni.n35.2021.03 62 Universitas, Revista de Ciencias Sociales y Humanas de la Universidad Politécnica Salesiana del Ecuador, No. 35, September 2021-February 2022 Resumen Se analizó las estrategias del marketing digital de la marca Forestea en la red social Facebook con el objetivo establecer si existe una evolución en el desarrollo digital de la marca. Forestea lanzó su marca en Facebook en 2013 como una estrategia para diversificar sus consumidores. Se analizaron los productos incluyendo: composición, factores cromáticos, tipografía, mensaje, contenido y forma de difusión. Se observó la interacción de los seguidores con su página web de Facebook. Los datos obtenidos se sistematizaron en fichas de observación. Esto permitió determinar las herramientas y recursos que Forestea ha utilizado para fortalecer su marketing digital a través de Facebook. Se contabilizó los productos publicados en la red social, los meses de enero, junio y diciembre de los años 2013 a 2018; debido a que las ventas del producto tienen un incremento del 45 % en el mercado nacional e internacional en enero. En diciembre desciende un 50 % y en junio se mantienen equilibradas. Los datos almacenados se resumieron en tablas por año, con un total de 24 fichas de observación durante toda la investigación. Desde 2013, el marketing digital de la marca ha evolucionado cambiando los colores la tipografía y la forma de presentar las imágenes en la red social. Pero aún necesitan afianzar la credibilidad de los seguidores y fidelizarlos a la marca. Palabras clave Comunicación, marketing, Facebook, Forestea, marca, digital, Internet, fidelización. Introduction Social networks have meant a change in communication processes. They represent an open space that allows Internet users to openly present their points of view (Broun-Isaac, 2020). Sharing is the goal of social media. It also allows making professional contacts and has opened a door for companies to interact with potential consumers (Gómez-Carreño & Palacios-Alvarado, 2021). Due to the great demand of users on social networks, traditional media have been displaced by them (Matassi & Boczkowski, 2020). New ways of promoting products or services have appeared through social media (Filippone et al., 2021). Something that companies have found very beneficial since social networks provide a wide market to promote both their image and their products (Piatykop & Proninа, 2020). In these cases, the influence index does not depend on the companies but also on the predisposition of people in social 63 Diego Bravo Torres, Mónica Hinojosa-Becerra. Evolution of digital marketing: case of the ecuadorian brand Forestea networks to be influenced (Lara-Navarra et al., 2018). Companies of all kinds, as well as multinational beverage companies, small and medium-sized companies, are forced to enter the digital world (Tarro et al., 2017). Achieving success through social networks does not only depend on having a presence in them. It depends on different factors: generating clients on social networks, developing digital strategies to promote oneself, reaching specific audiences, building customer loyalty, generating creative campaigns, and achieving benefits for the company (López-Jáuregui et al., 2019; Ballestar et al., 2019). Currently, beverage companies are battling against multinationals that monopolize the market with their products, reaching worldwide sales. This is the case of Coca-Cola, a brand that was well positioned in the market and had to adapt to new forms of digital marketing development on social media with its advertising campaigns (Boelsen-Robinson et al., 2016; Tran, 2021; Berceruelo et al., 2017). This is one of the challenges for companies like Forestea that seek to achieve business success and generate communicative products through social networks in order to position themselves on the market (Jumbo, 2019). This research is based on determining the advertising strategies of the Induloja beverage company, with its Forestea product on Facebook, and the degree of interactivity it achieves with its followers. This type of research, specifically through Facebook, is currently being developed to determine the competitiveness of companies (Altamirano-Benítez et al., 2018). Experts have been interviewed and observation files have been developed that allowed the analysis of the subject to be carried out. The observation sheets were made in order to analyze the advertising strategies used bythe Forestea brand on Facebook during the investigation period, which is six years (2013-2018). The specific objectives are to analyze the communicational products of the Forestea company, from its inception in 2013 to December 2018 on Facebook, and determine the tools, technical resources, strategies, and methods that the Forestea brand used to position its image on this social network. Communication and marketing Internet has made it possible to share products and information through social networks. Companies, institutions, and organizations have adapted 64 Universitas, Revista de Ciencias Sociales y Humanas de la Universidad Politécnica Salesiana del Ecuador, No. 35, September 2021-February 2022 to the forms of communication with both internal and external audiences. Social networks are a primary tool for marketing, generating the idea that, if today a company does not use social networks, it would be jeopardizing its success, facing failure (Linares-Cazola & Pozzo- Rezcala, 2018, p 158). With this, digital communication strategies have been created and adapted to segment or diversify their audiences. Marketing allows companies to know their audiences and create sale strategies and consumption of services. Marketing thanks to social networks has become a fundamental aspect for companies when communicating with their customers (Jiménez-Marín & Pérez-Curiel, 2021, p. 17). We understand that communication not only informs, but it must also reach the consumer generating a reaction; “in this sense, the process should conclude with obtaining a favorable response from the recipient of the message, which ultimately consists of buying or not buying the product” (Monferrer, 2013, p.152). This premise of Monferrer (2013) is sustained with the thoughts of Cardozo-Valesca (2007, p.199) who affirms that: “communication can be considered as a means to motivate, persuade, convince, compromise ideas, facilitate processes, harmonize points of view”. The objective is to induce an idea of acceptance of the received message. This is the result that marketing seeks for its customers. Marketing encompasses a process in which companies establish relationships with their potential customers, in order to achieve sales of products or services. It involves an exchange of values between the seller and consumer, a situation in which both gain. These definitions coincide with the theorists Kotler and Armstrong (2003, p. 4) who affirm that: “The double goal of marketing consists, on the one hand, in attracting new customers by promising them a superior value and, on the other, maintaining and growing to current customers by delivering satisfaction”. Marketing development occurs every time a company generates an exchange of value with another social unit. This is why the purpose of marketing is exchange (Monferrer, 2013). This exchange allows a process where both parties end the event with a transaction. This means that the company exchanges its product or service for customer satisfaction, becoming a repetitive cycle, where other economic or social factors may intervene. The use of social networks as a marketing tool has increased in recent years (Jiménez-Marín & Pérez-Curiel, 2021, p. 14). 65 Diego Bravo Torres, Mónica Hinojosa-Becerra. Evolution of digital marketing: case of the ecuadorian brand Forestea With the advent of the Internet, greater ease has been achieved in the interaction and communication of people to the point that communication through a physical medium is no longer necessary. Within this scenario enters digital marketing. Selman (2017) defines it as the sales strategies created from a website. The important thing is to get the user to enter the page, explore it and conclude the action of buying or selecting a service. One tool that has contributed to the evolution of digital marketing is Web 2.0. It is a platform that contains data generated by users that allows transmitting “viral advertising to many people individually and through social networks which help to spread messages for private or advertising purposes among users” (García, 2011, p. 41). With tools such as Web 2.0 or Web 3.0: Marketing on the Internet is proving to be an efficient tool to segment markets and get to know customers better, in order to achieve their loyalty, enabling companies the possibility of achieving a more direct relationship with their customers. (Camejo et al., 2020, p. 82) Social networks have transcended personal interaction, due to easy access, low cost, and its reach, which is greater than that of conventional media, to open the way to a space for business interaction. Hütt-Herrera (2012, p. 124) calls these social network profiles in which organizations or companies are immersed, “professional networks” that have the capacity to develop a wide list of professional contacts to maintain communication, interaction, and commercial exchanges between people accessible and where users can communicate with each other, according to their needs, tastes, expectations, and preferences. Currently Facebook is one of the most used social networks among Internet users and its popularity is due to the ease of communicating and interacting with other people around the world. Companies have found in this social network a space that allows them to position their brands, through direct contact with potential consumers (Jackler et al., 2019; Pérez-Dasilva et al., 2013; Gálvez-Clavijo, 2016; Zeler -Pighin, 2017). Large and medium-sized companies in Latin America maintain a consolidated digital identity in their social networks. Sforzin (2016) considers that Internet access is unequal between the richest and poorest households in Latin America. 60% of companies in Ecuador have designated Facebook as their main platform (Jiménez, 2016, p. 306). For Boyeras et al. (2019) interactions on Facebook went from “like”, as a single reaction, to as of 2016 66 Universitas, Revista de Ciencias Sociales y Humanas de la Universidad Politécnica Salesiana del Ecuador, No. 35, September 2021-February 2022 “I love it”, “I care”, “It amuses me”, “It amazes me”, “It saddens me”, “ it makes me angry”, and to a series of emojis and sharing options, such as chat, group creation, and business options. The company Forestea In 2013 they launched the Forestea drink to the local public. The slogan with which the commercialization of this product began is to provide the local, national and international sector with a healthy, good-tasting drink that contributes to the health of consumers. Hence, its mission is: “To produce and deliver nutritious, natural and healthy food to our consumers, contributing positively to society in their health and well-being”. And consider as a vision to be: A young company whose efforts are oriented towards innovation in the food industry. Our goal is to meet the demands of a society that prefers healthy and socially responsible products, creating a commitment to our shareholders, employees, and consumers. (http://www.forestea.com.ec/) In the course of five years, the Induloja company has managed to introduce the Forestea product in markets such as the United States, Chile, and Colombia. They produce five different flavors based on the original product. Currently, they distribute: Forestea Horchata, Forestea Mandarina, Forestea Fresa-Limón, Forestea Green Apple and Forestea Tropical Fruits. Image 1 Flavors of Forestea Source: https://www.facebook.com/foresteaecu 67 Diego Bravo Torres, Mónica Hinojosa-Becerra. Evolution of digital marketing: case of the ecuadorian brand Forestea Forestea was born in 2011 from a entrepreneurship and new business ideas contest, convened for Zone 7 of Ecuador by the Prendho Entrepreneurship Incubator of the Private Technical University of Loja (UTPL) and the Ministry of Industries and Productivity (MIPRO). The results of the market study allowed the creation of the formula for the Forestea horchata, which was patented after a year and a half of its creation, at the National Agency for Health Regulation, Control, and Surveillance (ARCSA). According to the founders of the company, it took that long because Forestea was a new formula and there was no patent that includes similar components, the medicinal properties of the product had to be tested. For this reason, the study of the chemical components of the herbs took longer than expected. Horchata is a traditional Ecuadorian drink (Armijos et al., 2020) with medicinal properties (Guevara et al., 2020; Guevara et al., 2019; Ríos et al., 2017). Forestea went on the market in 2013. In the beginning, it marketed itself as a handmade product, explains Santiago Torres, manager of the company, “we were our own sales and distribution force”. In 2015, they partnered with Family Foods in a strategic alliance with distributors in the United States, as a result of this alliance, the drink began to be marketed in the United States. COPADE (Trade for Development), in 2018, recognized Forestea for meeting the requirements established by the World Fair Trade Organization, as a company that exercises fair, responsible, and equitable trade. Endorsement that makes Forestea a socially responsible company. Forestea’s advertising strategies reflect an evolution in digital marketing. This is reflected in the number of followers that Forestea has accumulated over the years. Overall, on Facebook, where it maintains a number of 45,000 followers, around 4,000 followers on Instagram, and approximately 400 followers on Twitter. The brand’s digital strategy has focused on Facebook, where it accumulates the largest number of followers. The Forestea company currently publishes, in 2021, an average of one publication every two days on Facebook. There are times when the publications are daily, even publishing two posts per day. Forestea per month generates approximately 25 to 35 publications. Methodology The research was carried out based on the postulates of quantitative and qualitative methods, a methodology that tries to “identify the deep nature of 68 Universitas, Revista de Ciencias Sociales y Humanas de la Universidad Politécnica Salesiana del Ecuador, No. 35, September 2021-February 2022 realities, their system of relationships, and their dynamic structure” (Pita- Fernández & Pértegas-Díaz, 2002, p. 76). It tries to determine all the factors that influence a reality in order to analyze its behavior with all the elements that intervene. The qualitative methodology helps to analyze the data and observable variables present in the reality of the Forestea company and thus define conclusions based on the obtained results. Qualitative methodology is defined as “research that produces descriptive data, such as: people’s words, spoken or written, and observable behavior” (Castaño-Garrido & Quecedo-Lecanda, 2003, p. 7). Qualitative research contributes to the satisfactory completion of the objectives set at the beginning of the research (Marín-Gutiérrez et al., 2016). This method was used to obtain theoretical data and new knowledge that would allow the research to be carried out. It was possible to determine the necessary steps and instruments in the proposed research, taking into account the objectives. The qualitative method was used to describe the facts and situations that were observed during the research and study period.. It was possible to describe the behavior or state of the research variables, specifically in the observable results of the analysis of the communicative products present on Facebook. The application of the qualitative method contributed to the elaboration of the observation files, the results, and the conclusions (Marín-Gutiérrez, 2020). As part of the qualitative method, information sources such as texts, books, magazines, and specialized web pages were taken. The preparation of a review of information sources “tests the judgment capacity and the reading and writing skills of the students” (Peña, 2010, p. 1). A comprehensi- ve and analytical reading of the obtained texts was carried out. We analyzed the publications made by Forestea on Facebook from 2013 to 2018. To do this, we segmented the sample three months per year. The analyzed communicational products correspond to January, June, and December of each year, from 2013 to 2018, present on Facebook on its official Forestea page (https://www.facebook.com/foresteaecu). The quantitative technique was also used through an observation form that had to be completed for each analyzed Facebook ad. In order to carry out the analysis first, we prepared a file in which the number of products published on Facebook was counted. The count was made of products published in January, June, and December 2013, 2014, 2015, 2016, 2017, and 2018. It was evidenced that the sales of the product have an increase of 45% in the national and international market in the month of January. In Decem- 69 Diego Bravo Torres, Mónica Hinojosa-Becerra. Evolution of digital marketing: case of the ecuadorian brand Forestea ber, sales were down 50%. And in June the percentages of sales remain balanced. This allows us to evaluate the posts and images that were shared in months in which the production increases, decreases, or was maintained. The stored data were summarized in four tables per year. A total of 24 observation files resulted throughout the investigation. On July 25, 2013, Forestea started its digital marketing strategy and until 2018 had made a total of 831 publications on its Facebook account. Therefore, we proceeded to calculate the required sample. The universe is 831 publications, the heterogeneity was 50%, the margin of error was ± 5% and the confidence level was 90%. The result was acquired from analyzing 205 publications during the six years. Observation sheets were applied to a sample of 209 publications (four more than necessary), resulting in Table 1. Table 1 Total posts on Facebook from the Forestea account Year Sample Total quantity 2013 8 32 2014 7 28 2015 4 16 2016 67 263 2017 77 308 2018 46 184 Total 209 831 Source: Own elaboration. Interviews The interview is a technique that is used in qualitative research to be able to obtain data and realities necessary for the development of the research. “It is defined as a conversation that has a specific purpose other than the simple act of talking” (Días et al., 2013, p. 163). It is intended that the information obtained through this technique is as accurate as possible and then is transcribed to later interpret it faithfully to reality. The type of interview that was conducted is categorized as a semi-struc- tured interview, which “offers an acceptable degree of flexibility while 76 Universitas, Revista de Ciencias Sociales y Humanas de la Universidad Politécnica Salesiana del Ecuador, No. 35, September 2021-February 2022 The tool most used by the brand is the photomontage where Forestea horchata is shown in different settings, accompanied by the implicit message of consuming the drink. The context of the analyzed products does not vary. The published content has the same persuasive line and the same style, including the type of message. Most of the time, the brand name and product are present and visible. The hashtags used by the company are many and are not related to each other. This tool generates good results in the feedback loop of the messages. The most used colors by the company for publications are: red, green, blue, black, and yellow. Which allows a process of identification and appropriation by the followers of the brand. Forestea maintains a very active visual advertising strategy on Facebook where images and illustration are given prominence. A strategy that Forestea uses to be able to directly reach its clients and potential clients on the social network. Bibliography Altamirano-Benítez, V., Marín-Gutiérrez, I., & Ordóñez-González, K. (2018). Comunicación turística 2.0 en Ecuador. Análisis de las empresas públicas y privadas. 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