**2.5 Strategic phase of reaching consumers**

Considering the presence of competitors for anti-counterfeiting technology solutions products, MobilityNow identified the strength and weaknesses of BULLA to provide value that consumers can relate with their problems of counterfeit products. BULLA has two main strong points worth mentioning, such as its simplicity of usage and it being very easy for the final user to understand and utilise; and, the connections MobilityNow have within the wine sector may come to be a strength towards developing partnerships. The company also identified the role of the content marketing.

Content marketing is a special kind of marketing that has recently emerged due to the evolution of technology and the impact this evolution has had over social media. It is a technique that involves the creation and sharing of media and publishing content in order to acquire and retain customers [43]. Content marketing can be thought of as a way of providing relevant information to customers or potential customers, and the set of information has the aim and the power of maintaining or even changing behaviours [44]. A video was prepared to engage with the consumers and help new consumers to stay connected on the website focusing on the intended benefits of BULLA. The BULLA website was clutter free and concise. The website is easy to navigate and gets in touch with us easily in case potential customers are interested, and most important of all, it is simple to understand what BULLA is all about, how it can be used and where it can be applied.
