A carregar...
Publicação
Sogrape: how to successfully launch a red wine brand in a category led by price and no other brands
| Nome: | Descrição: | Tamanho: | Formato: | |
|---|---|---|---|---|
| 15.07 MB | Adobe PDF |
Orientador(es)
Resumo(s)
The Portuguese wine market is diverse and challenging with a wide array of wines offered. Moreover, the market is also highly price and promotion sensitive, creating a daunting mission for a brand to stand out. Sogrape’s challenge is to create a new red wine brand to target younger consumers, who feel disconnected from the wine category. This report analyzes how Evaristo can gain full market coverage and become established as a dominant player in the Lisbon red wines category. Consequently, extensive research, marketing mix and implementation were developed for Evaristo, to attract young adults to the red wine category.
Descrição
Palavras-chave
Keywords: sogrape Marketing plan Red wine Alcoholic beverages Evaristo