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Marketing plan for Gazela
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Orientador(es)
Resumo(s)
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