Communication Strategy as a Key Element for Successful Commercialization: The Comjeruma Case

Abstract

The research aims to develop a communication strategy focused on Managua for the Somoto honey company, creating products and content and planning its implementation to strengthen visibility and commercialization in the urban market. An integral strategy is required to enhance corporate image, digital visibility, and consumer connection, fostering loyalty and competitiveness in a saturated market. Developed over six months with a mixed exploratory-descriptive design, the research combined market condition analysis with in-depth interviews, adopting a pragmatic approach for practical solutions ensuring viability and communicative effectiveness. Three segments were considered: urban consumers, institutional buyers, and entrepreneurs, with differentiated communication proposals and messages aligned with their preferences. The study includes identity and messaging for the Comjeruma, Mieles de Esperanza, and Tepecsomoth brands. Sales, customer service, distribution, and brand manuals were designed to strengthen commercial and institutional presence. The digital and face-to-face strategy integrates content, merchandising, activations, and strategic alliances. The implementation plan is sequential—pre-launch, activation, and loyalty—with continuous evaluations using digital, commercial, and community indicators to adjust the strategy and promote ongoing improvement and empowerment of the cooperative and consumers. This comprehensive and segmented strategy for Comjeruma, Mieles de Esperanza, and Tepecsomoth is based on the analysis of the Managua market, focusing on three audiences and emotional and social value propositions, with multichannel communication and a phased plan of pre-launch, activation, and loyalty.