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Planeta Formación y Universidades, Marketing and Strategic Consultancy Plan project

Planeta Formación Universidades is one of the brands belonging to Grupo Planeta, its activities focus on offering high quality training via universities and well known vocational training centres, such as Ostelea, EAE, OBS, Deusto Salud, Deusto Formación, etc. Its activities cover Vocational Training, , Continuous Training and University Training. It is committed to the values of employability, innovation, internationalisation and adaptability.


Firstly, our Marketing Consultancy team  carried out a primary analysis phase, in which an internal analysis was defined, with an exhaustive benchmark of the competing groups at international level along with a study via internal kick off sessions to collect information, appraisals, perceptions and internal ideas from the internal decision making groups.

The Lifting Group team had the mission of identifying the values that defined the brand of Planeta Formación y Universidades, differentiating it from the umbrella brand of Grupo Planeta but at the same time without totally unlinking it.

An audit of the channels was conducted to then be able to define the marketing strategy, structured on four basic foundations that were the areas to be worked on, using the current brand situation as a basis:

In the final phase of drawing up the marketing plan, definitions were established of the KPIs and the measurement models to be used  to check that the marketing plan complied with the set objectives and to keep a record of the results to enable more flexibility in adjustments of strategy alignment.

These actions started off with the launch of the brand  Planeta Formación y Universidades, which accompanied the renewed web platform and the inauguration of the new corporate centre of L’Hospitalet de Llobregat.

We are grateful for the trust placed in our teams and we are proud of being allowed to develop a project like this one, which motivated and committed our teams from the start.