Propuesta de plan de marketing estratégico para incrementar la participación de mercado del Whiskey Howard de Embotelladora Azuaya S.A.

Abstract

The objective of this degree project is to analyze the current situation of Embotelladora Azuaya S.A. and to deepen the analysis of its brand, Howard. Through an exhaustive market study, which includes interviews and focus groups, the aim is to develop a marketing plan proposal to increase the brand's market share. This plan will cover the strategic objectives, the brand's value proposition, the definition of the target audience and the creation of a buyer persona, as well as the implementation of a complete marketing mix with a detailed timeline and the corresponding budget for its execution. The ultimate goal is to achieve significant growth in Howard's market share and establish it as a leading brand in the economy whiskey segment. Once the proposed marketing plan is implemented, Howard is expected to experience an increase in its market share. The brand will be strategically positioned and will be present in the different distribution channels managed by Embotelladora Azuaya S.A. This will make the product readily available to end consumers, generating an increase in sales and making it a star product in the company's portfolio.