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A consumer research project as the basis for the development of a marketing plan for a new spirit brand producing gin in Germany- a project with Divinjo
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This work project is about developing a marketing plan for a new gin brand in Germany. It is
based on consumer and market research, including Portugal as a trend market for the
qualitative research.
For the undertaking it is seen as fundamental to understand the industry as well as the
consumer needs, attitudes and preferences. Furthermore, it is important to consider the
estimation of opinion leaders and trendsetters in the industry. In this context it turned out that
barkeepers have a key-influencing role for the stimulation of demand.
Based on the insights from this research as well as on the gained market knowledge,
the marketing plan was developed. The goal is to convince other brand users to switch brands.
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Marketing plan Consumer research Germany Gin industry