CREATION OF AN INNOVATIVE BRAND IN A NEW MARKET SUBCATEGORY

Abstract

THIS FINAL DEGREE PROJECT AIMS TO ANALYSE, EXPLAIN, AND DOCUMENT THE PROCESS OF CREATING AN INNOVATIVE BRAND THAT ALSO SEEKS TO CREATE A NEW SUBCATEGORY IN THE MARKET. THIS IS THE CASE I AM CURRENTLY HANDLING DURING MY INTERNSHIP WITH THE PRODUCT PASCUAL LATEADO, WHICH WAS LAUNCHED ON THE MARKET AT THE END OF MARCH. IT IS A STRATEGIC CHALLENGE TRYING TO INTRODUCE A DIFFERENTIATING PRODUCT IN A VERY COMMODITISED CATEGORY, WHERE WE WANTED TO LAUNCH A VALUE PROPOSITION.