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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 - elaborate the pricing strategy
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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
pricing individual assignment shows the rationale for the pricing strategy, justifying the
adoption of value-based approach.
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Palavras-chave
B2c marketing Pricing Marketing Integrated marketing communications