Estudo de caso

: vinhos Calheiros Cruz

Abstract

Calheiros Cruz is a growing company in the portuguese wine business. The wine business in general is cut throat, although in Portugal that may not be the case. Th small family owned company wants to take a stand in the market. To achieve that, the company needs to understand how to segment the market, what are the characteristics of the different market segments, and how to correctly position the brand in the chosen market segments. Additionally, Calheiros Cruz needs to improve its pricing strategy. This study aims to serve as a guide, showing the company the strategies for the future and applying them to the company’s environment. Using methods such as empirical data research, official documents in the web and by holding an interview with the inovation’s manager of the company, we collected all the necessary information to adviced the organization on segmentation, positioning and pricing strategies. Also, a small presentation of the company Yellow Tail is used as case study to illustrate some of the strategies that Calheiros Cruz should follow. The results of this study have showed that the strategies followed by the Portuguese wine companies and by Calheiros Cruz are insufficient. Nowadays, marketing is in constant adaptation and transformation and is becoming what many author have named, “marketing 3.0”. This study will provide Calheiros Cruz company a guideline in terms of segmentation, pricing and positioning.

Date of Award	2012
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Joana Machado (Supervisor)