Adega Mayor

: improving positioning for sustainable growth

Abstract

Consumers’ behavior and characteristics have been constantly adapting to current lifestyle, with inevitable repercussions in the wine industry. Actually, the extremely traditional drinking associated with wine is suffering enormous alterations, which imply the urgent restructuring of wine brands’ strategy. In the specific case of Adega Mayor, founded in Campo Maior by Comendador Rui Nabeiro, the brand had already reached an admirable position in the Portuguese wine market. However, the company claims that the brand values had not been yet perfectly transmitted to customers. Adega Mayor is considering restructuring its distribution and pricing strategy, while aiming to enlarge brand awareness, essentially through differentiated communication. As a result, it emerges the need for a Market Research, in order to investigate wine consumption habits and peoples’ perceptions of the general industry, complemented by an accurate analysis of Adega Mayor specific customers. The results will be interpreted and several suggestions are expected to be addressed to the company. The strong perception of Adega Mayor’s medium-high pricing strategy results in recommendations towards giving up from introducing a penetration sub-brand. Moreover, intensification of the brand distribution along the hyper/supermarket channel is additionally suggested. Finally, some activities are proposed in order to promote brand awareness, particularly among younger segments. Concerning communication, it is incentivized the current emotional approach, especially through emphasis on Alentejo associations or by highlighting brand’s “enoturism” experiences.

Date of Award	15 Feb 2016
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Pedro Celeste (Supervisor)