Sogrape: how to successfully launch a red wine brand in a category led by price and no other brands

Kerth, Katheryn Emily

http://hdl.handle.net/10362/123858

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Autores

Kerth, Katheryn Emily

Orientador(es)

Velosa, Jorge

Sodagar, Nina

Resumo(s)

The Portuguese wine market is diverse and challengingwith 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.