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Stream IMC - how to leverage sogrape´s wine business in the Uk: product and pricing strategy
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The aim of this assignment is defining and explaining this project’s product and price strategy, whilst clarifying the theory behind decisions. The wines should undergo label imagery changes, creating a connection to Douro and the figure of “Ferreirinha”. Pricewise, the approach chosen was value-based pricing, with a strategy of neutral pricing. A margin breakdown from Sogrape to the final consumer is reached and prices for Vinha Grande Red and Callabriga are proposed to increase.
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Marketing Integrated marketing communications B2c marketing