FINADINA
Strategic Landing in Argentina
by Taquion Group
🧭 Context
FinaDina seeks to enter the Argentine market, with a focus on personal loans, especially targeting underbanked segments.
Before launching, they need to:
1
Understand the local ecosystem
2
Identify and define their target audience
3
Craft a narrative tailored to local culture
4
Position themselves with legitimacy and impact
🧩 Our Proposal
A three-stage modular process combining:
In-depth research ✅
Strategic planning ✅
Tactical execution ✅
“All designed with a focus on bottom-of-the-pyramid audiences, rapid deployment, and maximum impact.”
🔍 STAGE 1:
STRATEGIC MARKET UNDERSTANDING (4 - 6 Weeks)
"Before you speak, you have to learn
how to listen."
Product Deep Dive
  • Analysis of business model and value proposition
  • Are we talking about 0% interest short-term loans or conventional personal loans?
  • This definition will shape the narrative, product design, and acquisition strategy.
Competitive Benchmark
  • Mapping of active players: fintechs, retail, wallets, lending chains, and non-bank lenders
  • Analysis of: • Brand narratives • Acquisition models • Perceived strengths and weaknesses
National Research
  • Large-scale quantitative study with focus on low-income populations
  • Aims to understand: • Behaviors and needs • Access barriers • Perception of new players • Fears and aspirations of the target audience
Social Listening
  • Weekly digital monitoring system to detect: • Emerging trends • Keywords and symbolic construction • Early warning signs of crises or tensions
Deliverables:
  • Questionnaire, field guide, sampling and weighting frameworks
  • Raw datasets (.CSV/.XLSX), codebook and analysis
  • Dashboards in Power BI to visualize results
  • Social listening reports (weekly and monthly)
  • Full data ownership assigned to Finadina for all deliverables after project finalization.
🎯 STAGE 2:
STRATEGY AND BRAND POSITIONING (3-4 Weeks)
"Being present is not enough. You need something to say—and a way to say it."
1
Brand Storytelling
  • Adapting FinaDina's narrative to the Argentine cultural context
  • Not a translation, but a resignification
  • Adjusting tone, values, and local cultural codes
Audience Definition
  • Segmentation based on behavior and motivation
  • Actionable target profiles
  • Channel and format alignment
  • Strategic insights for media and influencer activation
Communication Strategy
  • Message and channel ecosystem for each funnel stage: • Awareness • Trust • Acquisition • Loyalty
Note: As launch strategies evolve, we may suggest additional validations (e.g. creative testing, symbolic anchor testing). These would be scoped and quoted separately if necessary but would not increase the budget unless explicitly approved.
🚀 STAGE 3: EXECUTION AND VALIDATION
"Landing is not the end—it's the moment of highest precision."
Awareness Campaign
  • Traditional and digital press plan
  • Interviews, feature articles, and creative campaigns
  • Tactical activations in key territories
Lead Acquisition Campaign
  • Performance campaigns on Meta, Google, influencers, and UGC creators
  • A/B testing of: • Creatives • Landing pages • Key messages
Hypothesis Validation
  • Post-campaign opinion polling to measure: • Brand recall • Market positioning vs. competitors • Perception changes on lending and trust • KPI tracking
Methodology:
This stage focuses on continuous execution and validation through integrated campaigns that combine performance marketing, organic social presence, PR coordination, and real-time market monitoring. Our approach ensures sustained brand presence while optimizing for lead acquisition and market positioning.
Stage 3 Specifications
Performance Campaigns:
  • 1 performance campaign production per month
  • Custom landing pages (as many as needed)
  • Full creative production (videos, statics, copywriting, platform-specific versions)
  • A/B testing and ongoing optimization
Organic Social Media:
  • 10 Reels
  • 10 static branded posts
  • 12 interactive stories
  • Publishing and moderation support
PR & Comms:
  • Monthly content
  • Press outreach and coordination
Activations:
  • Up to 2 per year (e.g., launch/PR events, third-party costs not included)
Social Listening:
  • Weekly trend and sentiment reports
  • Monthly consolidated reports
Digital Media Buying:
  • Invoiced separately with full receipts
  • 15% commission applies (for execution, optimization, dashboarding)
Deliverables:
  • Monthly performance reports with KPI tracking
  • Creative asset library (all produced content)
  • Landing page analytics and conversion reports
  • Social media engagement and growth reports
  • PR coverage reports and media mentions
  • Social listening insights and trend analysis
  • Campaign optimization recommendations
  • Media buying transparency reports with full receipts
Economic Proposal
Strategic Landing – Argentina
🔹 General Overview
This proposal outlines a modular economic structure for FinaDina’s market entry strategy in Argentina. Each stage can be contracted independently or as part of an integrated solution.
💡Stage 1: Strategic Market Understanding

Subtotal Stage 1: USD 32.000 + Taxes.
🧭Stage 2: Strategy & Brand Positioning

Subtotal Stage 2: USD 20.500 + Taxes.
🚀Stage 3: Campaign Execution (Always On)

Subtotal Stage 3: USD 21.700 + USD (estimated) per month
Media buying and advertising investments on platforms are not included.
Strategic Partnership Discount
A 25% discount applies to all stages during the first year.
This preferential rate is offered as part of our first partnership with Finadina, to encourage the start of a long-term relationship.
It is designed as a strategic stimulus, allowing your teams to explore and experience Taquion’s methodology, capabilities, and impact at a reduced cost during this first year.
We believe that strong relationships begin with shared trust and tangible results.A 25% discount applies to all stages is

🔐 Optional Add-ons
  • UGC & influencers content network setup
📆 Timeline (Estimated)
  • Stage 1: 4–6 weeks
  • Stage 2: 3–4 weeks (in parallel)
  • Stage 3: 4 weeks (Always ON)
🤝 Terms
The project begins with the contracting of Stage 1 only.
• Each stage is considered independent and requires explicit written approval to continue.
• By default, Taquion will prepare and be ready to proceed with the next stage once the previous one is completed, pending client confirmation.
  • Fees do not include paid media investment (managed separately)
  • Prices include project management, strategic leadership, and coordination with external partners
  • Invoices will be issued per stage or milestone
  • Taxes not included
Confidentiality and Termination Policies
To ensure a clear and protected relationship, we detail the terms regarding information confidentiality and the policies for the termination of the commercial agreement:

Information Confidentiality

All project, personal, and corporate information is strictly confidential. Both parties commit to maintaining the utmost secrecy. Third-party access to such information is guaranteed not to occur.

Termination by Mutual Agreement

The agreement can be terminated by mutual consent of both parties. It must be formalized in writing through a termination agreement. The terms of termination can be agreed upon. It must not cause harm to either party.

Unilateral Termination by the Client

The client can unilaterally terminate by notifying TAQUION SA. This is considered an early cancellation on Stage 3 Stage 3 requires a minimum initial commitment of 3 months. • After the third month, Finadina may discontinue the service at any time, without penalties, provided that a formal written notice is given at least 30 days in advance.

Payment Policy

• 30% upfront (upon signature) • 40% upon milestone completion • 30% upon stage delivery • Media spend invoiced separately • No penalty for early termination of Stage 3 • Invoices issued per stage or milestone