Introduction to Just Panela

Just Panela was founded in 2013 and began with a meeting in Colombia in 2010, where the founder discovered Panela, an unrefined form of cane sugar. The founder quickly saw the potential, as an organic alternative to artificial sweeteners and highly processed sugar in the United States. In doing so, Just Panela aimed to introduce its unique flavor and texture to the American market.

‍

The company's goal is to replace conventional sugar across a variety of sectors, including specialty coffee and tea, food and beverage products, baking and foodservice.

The challenge

Just Panela faced the challenge of introducing and popularizing panela in a market dominated by refined sugar.

They needed to question and change consumer perceptions of sugar and present panela as a better and healthier alternative.

‍

Strategy and execution

The journey to increase Just Panela's market share involved several strategic steps:

‍

• Initially, Just Panela's products were limited to keywords from a single category. By expanding to three subcategories, we were able to hit a wider range of keywords and increase visibility in areas with greater search volume.

• Campaigns with poorly performing keywords were isolated and optimized, leading to improved performance, as well as better use of advertising budget and thus a better bottom line.

• With the expansion into new niches, the content was rewritten from scratch, focusing on the level of awareness of the different customer groups.

• The use of Amazon's advertising tools was implemented by grading search terms with sales from Auto/Broad to exact match and ensuring that the budget allocation was adequate for full-day coverage, even on high search days.

‍

‍

‍

‍

‍

‍

‍

The results

Just Panela saw a 38% increase in sales within the first 45 days.

The brand, which is in the grocery and gourmet food category, set itself a goal of doubling its revenue by the end of November.

The success was attributed to bespoke solutions and out-of-the-box thinking, which are essential for distinctive products such as Just Panela.

‍

‍

‍

‍

‍

‍

‍

‍

‍

‍

‍

The focus during the period from January 2023 to September was the focus on raising revenue. From September onwards, the focus was on raising the AOV (Average Order Value)

‍

‍

‍

‍

‍

‍

‍

‍

Conclusion

Just Panela's case study is a testament to the power of strategic market positioning and adaptive digital marketing on Amazon.

By redefining its approach to keyword targeting, campaign management and content strategy, Just Panela succeeded in challenging the conventional sugar market.

Their story highlights the importance of understanding and adapting to market dynamics and proves that tailored strategies are key to success in specialized product categories.