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How to bring substantial growth to the juices and nectars category in Portugal with the relaunch of the Compal brand
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Resumo(s)
The purpose of the following marketing plan is to deliver substantial growth to Compal, the Portuguese market leader in the Juices and Nectars market. The category was thoroughly studied, resorting to trends and market data. Further qualitative and quantitative research were conducted, enlightening on consumer behavior and preferences. After segmenting the market, a target that valued freshness, health and flavor authenticity was selected. Compal Summo do Dia was the proposed solution for the company, allowing Compal to enter the chilled juice market. The marketing mix was developed followed by a communication plan and a financial forecast for five years.
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Palavras-chave
Juices and nectars Chilled juice Compal Portugal Healthy trends