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How to grow Mateus business in Spain, focusing on activating critical summer spots - developing the communications plan 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. First, the STP process is used to identify
the most attractive target group with the greatest potential. Based on this, an updated brand identity
and marketing mix tailored to the Spanish market are developed. Finally, a communication strategy
is presented underlining the new positioning.
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Marketing objectives Communication objectives Creative strategy Integrated marketing communications Campaign budget Campaign scheduling