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Establishing Compal as a relevant juice for local consumers in the moroccan market marketing strategy for Compal in morocco
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This study examines how Compal can strengthen its relevance in the Moroccan juice market. Combining qualitative and quantitative research, it analyses market dynamics, consumer preferences and barriers to growth. The results show that purchasing decisions are primarily driven by taste, naturalness and perceived health benefits, while brand loyalty remains low. Compal’s current performance is constrained by limited visibility and restricted distribution. Based on a segmentation, targeting and positioning (STP) approach, three consumer segments are identified, with Family Providers selected as the primary target due to their high consumption frequency and strong alignment with Compal’s natural and quality-focused brand equity. The proposed strategy positions Compal as a premium yet accessible family juice that combines fruit-first taste with trustworthy European quality, tailored to Moroccan family and hosting occasions.
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Compal Morocco Consumer behaviour Juice market FMCG-marketing Marketing strategy Mixed-method research Integrated marketing Communications Segmentation Targeting & positioning Premium brand strategy Family consumption