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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
877.941 €

Projected online sales

Projected
638.285

Projected web visits

Projected
12.542

Projected buyers

Projected
5,12 %

Projected ROI

Projected
12,95

Projected ROAS

Projected
4,3:1

Projected CLV:CAC

Projected
105.121 €

Projected net profit

Projected
64.099 €

Projected NPV

Projected
53,57 %

Projected IRR

Projected
1,14 años

Projected payback

Projected

01 / Fast scan

Case in 60 seconds

A quick scan of the case: what was happening, what needed to be solved, what I did, and what value is demonstrated.

Situation

S

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.

Task

T

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.

Action

A
  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.

Result

R
  • New brand identity: “Milagro de la Sierra”.
  • Three-tier product architecture.
  • Direct-to-consumer B2C strategy and Shopify e-commerce.
  • 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.
  • 100.000 € · Total budget (Projected)

02 / Context

Problem

This section explains the business or analytical challenge before going into technical detail.

02.1

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.

02.2

My role

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

03 / Method

Approach

Methods, tools, and workflow. This shows how I structured the analysis.

03.1

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.
  • Visual CRM and marketing-automation flow for lead nurturing, abandoned cart, loyalty, and reactivation.
  • P&L, ROI, ROAS, CLV:CAC, payback, and KPI dashboard.

03.2

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. 08Design of automated flows for acquisition, abandoned cart, repeat purchase, and reactivation.
  9. 09Financial modelling and dashboard design.

04 / Decision

Evidence and impact

Outputs, findings, and implications translated into decisions or professional value.

04.1

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, NPV, IRR, and payback.
  • Automation map with sequences at 60 minutes, 24h, 48h, 7/30/60 days, and reactivation after 180 days without purchase.
  • First-year targets: 8,000,000 impressions, 600,000 web visits, 15,000 registered users, and €870,000 online revenue.
  • Financial model with 638,285 visitors, 1.90% conversion, €70 AOV, and 12,542 projected buyers.
  • 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.
  • The automation visual connected acquisition, conversion, and retention, avoiding treating the plan as isolated campaigns.
  • The business case projected €877,941.28 in online sales, €699,834.06 in gross margin, and €105,121 in net profit.
  • The €100,000 initial investment was split between €20,000 for web/operations and €80,000 for marketing.

04.2

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.

05 / Close

Professional close

Limitations, next steps, and available assets. This keeps the case honest and actionable.

05.1

Limitations

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

05.2

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.

05.3

Assets

View summaryComing soonDownload reportComing soonPDF summary when available.

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