How to grow Mateus business in Spain, focusing on activating critical summer spots - developing the product strategy for Mateus in Spain

Abstract

This project aims to develop a marketing strategy that addresses the research question "How to grow Mateus's business in Spain, focusing on activating critical summer spots”. To address the lack of differentiation in the fragmented Spanish wine market, a tailored positioning for Mateus in Spain is proposed based on qualitative and quantitative research. After the STP, the brand identity, marketing mix and communication strategy tailored to the Spanish market are developed. More specifically, Mateus's current product portfolio is analysed to identify areas for improvement. Subsequently, current products are improved, and new products are added considering market trends and customer preferences.