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Stream IMC - how to leverage sogrape´s wine business in the Uk: place strategy
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| 1.36 MB | Adobe PDF |
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This report examines the theory regarding Place and Channel Design, to develop relevant conclusions for Sogrape’s distribution strategy. Two main channels were identified: on-trade and off-trade. The channel was analysed through a Service Output Demand analysis where market segmentation was carried out to identify the segments served, and also through Efficiency Tables across channel functions. Furthermore, premium channel members were chosen and an intensive distribution strategy was proposed. Through Gap Analysis, the main gaps were identified, highlighting the gap in spatial convenience, and solutions for closing them were proposed. Following this, possible channel conflicts and power sources were identified.
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Marketing Integrated marketing communications B2c marketing