Publicação
How to grow Mateus business in Spain, focusing on activating critical summer spots - developing segmentation, targeting, and positioning strategy for Mateus in Spain
| Resumo: | 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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| Autores principais: | Dimova, Gabriela Plamenova |
| Assunto: | Segmentation Targeting Positioning Positioning statement |
| Ano: | 2024 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso embargado |
| Instituição associada: | Universidade Nova de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório Institucional da UNL |
| Resumo: | 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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