Así se creo la idea emprendedora de TOSTAO’

La marca TOSTAO’ es conocida por muchas personas, esto se debe a que ya tiene un posicionamiento mundial gracias a Mundano, la agencia creativa que lo ha estado acompañando desde un inicio hasta la actualidad.

Este emprendimiento que lleva dos años, ha llamado la atención de todos los ciudadanos sin necesidad de mucha publicidad, tan solo con la relación directa entre producto, precio y calidad lo han logrado.

La fundadora Malex Salamanqués y el director creativo Juan Pablo Huizi Clavier de Mundano fueron los encargados del acompañamiento a sus clientes desde la concepción de una idea de negocio hasta llevarla acabo.

 

Para Michel Olmi, uno de los fundadores de TOSTAO’, considera que el aporte de la empresa Mudano fue esencial para el desarrollo de esta marca.“Tú les entregas un sueño o un pensamiento (a mundano) y ellos son capaces de convertirlo en un concepto, en un negocio, en algo que puede sobrevivir por muchísimo tiempo”, afirmo Michel.

 “Lo primero que hicimos al comenzar a trabajar con TOSTAO’ fue tener una buena conversación con los que tenían la idea de negocio. Luego tratamos de entender cuál era la cultura del café y del pan en los lugares donde se iba a desarrollar. Más que fijarnos en estadísticas, pusimos nuestra atención en el contexto en el que se desarrollaba el negocio.

Estudiamos qué pasa con el café en Colombia. Qué pasa con quienes lo venden. Analizamos cuál es la cultura alrededor del café y el rol de esta bebida en la gente. Después de investigar todo el contexto, descubrimos que el café le “da tiempo” a quien lo consume. De ahí nació el eslogan: Disfruta cada día, sin prisa, sin pausa”, fueron las palabras de Malex.

Juan Pablo Huizi hablo sobre el desarrollo de TOSTAO’ y afirmó que “Identificamos que, en el contexto previo a TOSTAO’, el café era para todo el mundo. Pero el café de origen, el café de marca, era solo para algunos. Y lo que vino TOSTAO’ a desmitificar es que eso no tiene que ser solo para algunos. Ese mensaje, en este contexto es disruptivo, absolutamente. No es confrontar, pero es resolver la tensión y hacer de la nuestra, una idea asequible para todo el mundo”.

Mundano decidió que TOSTAO’  se diferenciaría de los otros cafés porque brindaría una atención diferente al consumidor de tal manera que considerara que  es una experiencia única y se pasara a otra persona por medio del tan conocido voz a voz. Con esta idea surgieron otros resultados como una mayor inversión en puntos de venta y una menor inversión en temas de publicidad, y de allí es de donde se crea  TOSTAO’ y el gran populismo y economía que genera actualmente.

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