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How to grow Mateus business in Spain, focusing on activating critical summer spots - developing the product strategy for Mateus in Spain
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Resumo(s)
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.
Descrição
Palavras-chave
Product mix Product strategy Product levels Policy Ddecisions Product lifecycle