El PaliqueMora-Figueroa Domecq
The starting point
Development of an innovation project for the development of the portfolio of the Mora Figueroa Domecq Company
Opportunity in the market for the launch of a new brand in the vermouth category. Concept development, value proposition and marketing plan.
Value proposal development: product, brand concept and positioning creating a new vermouth with a differentiating competitive advantage. The only Vermouth with 3 references from different areas.
Development of the Operational Marketing Plan:
- Communication plan
- Digital communication plan
- Development of creative territory
- Business plan (sales volume to be achieved, price positioning, A&P investments)
- Construction of the brand image to get engagement with the selected target
- Identification of key areas to increase product distribution
- Trade marketing plan
- Hotel Action Plan
- Visibility plan