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How to grow the Offley port mine brand in Belgium leveraging its legacy - developing the new segmentation, targeting, and positioning (stp) strategy for Offley in Belgium
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Resumo(s)
The Belgian market is fiercely competitive, where alcohol brands strive against the
trending decline in consumption, and the Port wine brand Offley is no exception. Hence, this
project presents a strategic marketing solution to the problem, “How to grow the Offley Port
wine brand in Belgium leveraging its legacy” though boosting innovation across Offley’s
STP, brand, and 4Ps marketing mix while keeping the legacy of Offley’s Baron of Forrester
alive. This report showcases and presents a new and reinvented segmentation, targeting, and
positioning strategy for Offley Belgium through the extensive research of the alcohol
beverage drinker market, the development of personas, and a revamped positioning statement.
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Segmentation Targeting Target market Persona Positioning