Introduction to Just Panela

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Founded in 2013, Just Panela 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 heavily processed sugar in the US. In doing so, Just Panela aimed to introduce its unique taste and texture to the American market.

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

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The challenge

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

They had to question and change consumers' perception of sugar and present panela as a better and healthier alternative.

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Strategy and execution

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

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

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

• With the expansion into new niches, the content was rewritten from scratch with a focus on the level of awareness of the various 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 sufficient for full day coverage, even on high search days.

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The results

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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 a target of doubling its revenue by the end of November.

The success was attributed to tailor-made solutions and out-of-the-box thinking, which are essential for distinctive products like Just Panela.

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

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Conclusion

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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.

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