Utilize este identificador para referenciar este registo: http://hdl.handle.net/10362/9661
Título: Marketing plan for Gazela
Autor: Homem, Vera Maria Supico Fernandes
Orientador: Velosa, Jorge
Data de Defesa: Jun-2009
Editora: NSBE - UNL
Resumo: Sogrape is a prestigious and well-established company in the wine business with a long history of successful brands. One of those successful brands is our green wine* Gazela, which will be the focus of this plan at the national level. Casal Garcia is the brand leader in the green wine segment and is our direct competitor, as our objective is to reach category leadership in the medium-long term. There has been an overall tendency in the wine market of growing quality wines that want to be seen as prestigious by consumers. Consumers also associate this market to more formal occasions and to only accompany meals. Gazela has been working against this tendency and throughout its history it has rejuvenated its positioning relative to other brands. It is an innovative brand and in 2004 it repositioned itself to be able to enter the market of out-of-meal wine consumption. This was the first step Gazela took in exploring the potential of this new market segment. In 2010, Gazela will take another step by innovating once more and re-launching its brand with the introduction of Mini Gazela, a 20cl PET bottle. It will be able to reach consumers where they weren’t reached before and will start competing against beer brands as Mini Gazela was created so it could be consumed in occasions similar to those of beer. With this new product launch, Gazela will reinforce the path it has been taking of making itself relevant for out of meal occasions. This is a market that has high potential to attract new users and we will continue to explore other alternatives of reaching consumers in out of meal occasions in the future. With this re-launch we hope to reach a share of at least 15% to guarantee the trail of becoming market leader. The original Gazela bottle will continue to be present in the modern distribution and HORECA with a strategy of continuous differentiation of our brand versus others in the category, therefore adopting a neutral pricing approach. As for Mini Gazela, for the time being, it will only be launched in the HORECA channels and festivals with a price point that will be able to compete with beer brands but at the same time showing that it is a quality wine and a relevant alternative to other beverages, since it will be priced a bit higher. Lastly, an integrated communication plan will be developed to promote the brand re-launch. Traditional media will be used as well as sampling activities to create awareness around the brand and pull consumers to try Mini Gazela. Additionally, with the new Gazela format targeting a young segment, we will use online tools to communicate so we can be closer to those consumers and create word of mouth.
Descrição: A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics
Peer review: no
URI: http://hdl.handle.net/10362/9661
Aparece nas colecções:NSBE: Nova SBE - MA Dissertations

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