Gately, ClareAller De Las Casas, Gonzalo FelipeOrtiz Calvo, Rafael Enrique2018-11-272018-11-272018https://hdl.handle.net/20.500.12640/1472Our path to acquiring customers while building a community around our brand initiates with creating a true home brewing experience. Educating our customers and potential users through engaging and relevant content-based marketing is the most efficient path to creating value and capturing the attention of our target market as the referential home brewing solution. Easy Brewers is therefore focused on repeatedly providing a growing base of customers initially via the sales of our turnkey brew kit and subsequently with a subscription-based product offer with our rechargeable beer ingredient packs. The latter component of our product offering serving as the reinforcing and experiential portion in the brewing journey. Reaching and enabling our community via online e-commerce is the main channel to access our target customers and simultaneously our retail and craft beer community presence will add to our strategic goals. The combination of both our online and offline interactions with our customers will act as a tool to increase engagement with the specific goal of maintaining a solid rate of retention within our customer base.application/pdfenginfo:eu-repo/semantics/closedAccessPlanificación de la empresaProductos nuevosCervezaIndustria cerveceraComercio electrónicoHogarinfo:eu-repo/semantics/masterThesishttps://purl.org/pe-repo/ocde/ford#5.02.04