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Finding your niche in a global wine market - Establishment of the new wine brand #QSTG with focus on product development and entrepeneurial marketing
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Autores
Orientador(es)
Resumo(s)
The author intends to establish a new wine brand named #QSTG, which is a diminutive of
the German term Quereinsteiger (in English: career changer). The name refers to the
completely different professional background of the author, who has been a lawyer and
entrepreneur for many years, before studying viticulture and enology. The idea is to create a
brand for wines, produced by the author and other winemakers who also have other
professional backgrounds, bringing in new ideas based on their different perspective,
approach and style of winemaking.
Within this project thesis the author first describes the scenario in which the new wine brand
should be established, before defining the term entrepreneurial marketing by reviewing the
existing literature and analyzing the current wine market.
In the next step the author develops the wine brand #QSTG in accordance with the targeted
niche market. This includes key aspects, such as positioning, brand name, logo, wine style
and quality.
Finally the marketing mix of #QSTG is developed, considering the findings about
entrepreneurial marketing. Besides designing the product in collaboration with different
graphic designers, this thesis also includes detailed elaborations about pricing, placement
and promotion of the #QSTG products.
Due to the concluded feasibility, the author will implement the project following the
graduation. Therefore the master thesis ends with an outlook on the next steps of the
implementation of the #QSTG wine project
Descrição
Vinifera Euromaster European Master in Viticulture and Oenology - Instituto Superior de Agronomia / EMaVE
Palavras-chave
entrepreneurial marketing Small and Medium-sized Enterprise (SME) wine market brand development product design
Contexto Educativo
Citação
Wecker, F. - Finding your niche in a global wine market - Establishment of the new wine brand #QSTG with focus on product development and entrepeneurial marketing. Lisboa: ISA, 2019, 76 p.