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How to achieve a breaktrough in the codfish category, increasing penetration of the brand Riberalves in the younger consumer segment (18-34) in Portugal - defining the product strategy
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Orientador(es)
Resumo(s)
This paper examines the challenge faced by Riberalves, a player in the codfish industry, in
remaining relevant among the young Portuguese consumer segment while adapting to their
shifting consumer preferences. The research employs a comprehensive marketing business plan
grounded on the Five C's analysis, supported by qualitative and quantitative research. The
individual product assignment evaluates Riberalves' current product mix and proposes strategic
product assortments to target young consumers, focusing on affordability and quality. To
enhance Riberalves' appeal to young consumers, differentiation strategies such as innovative
packaging, labeling adjustments, and a cooking app are also identified and recommended.
Overall, the paper underscores the importance of adapting the product mix to meet changing
consumer preferences and maintain market leadership.
Descrição
Palavras-chave
B2c marketing Integrated marketing communications Marketing Product Services marketing