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How to de-commoditize a successful existing B2B business in the wine and sangria segment and bring it to the mass consumer market, without compromising Super bock group's existing business?
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Orientador(es)
Resumo(s)
In order to introduce SBG’s sangria to the mass market, a new concept was developed and will be promoted under a new brand. For it to be successful and sustainable in the long run, marketing mix and financial considerations were taken into account and put together in a marketing plan with a five-year scope. Decisions were based on secondary (data and benchmarking) and primary research (both qualitative and quantitative). Shortly, the three main marketing objectives are (1) creating and growing brand familiarity, as well as (2) dynamizing the sangria category and (3) obtaining a significant market share out of it.
Descrição
Palavras-chave
Marketing plan Sangria Branding Integrated marketing communications