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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 - developing an advertising strategy within an integrated marketing communications plan
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Resumo(s)
This project 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
positioning individual assignment examines the strategic positioning by exploring the
segmentation, targeting, and positioning. The individual product assignment explores the
theoretical concepts of Riberalves' product mix to select a specific assortment. The pricing
individual assignment shows the rationale for the pricing strategy, justifying the adoption of
value-based approach. The advertising individual assignment focuses on developing the
communications plan with specific emphasis on the campaign's advertising strategy. The
promotion individual assignment sheds light on the different consumer and trade promotion
activities.
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Palavras-chave
Integrated marketing communications Codfish industry Communications plan Advertising