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March 27, 2006 The Marketing of Freixenet
On the 23rd of February, James Dress, International Group Product Manager for Freixenet flew in from Barcelona to give a presentation to the Marketing Club. James focused on how marketing has been used by the company to achieve success: it is Spain´s largest cava producer. Considering what we are currently learning in our marketing course, James put into context how Freixenet uses the 4 Ps -product, price, place and promotion-. For instance, we learned that an average person spends only 2 seconds when choosing a product in the supermarket, and therefore placing our product at eye-level is essential to achieve consumer trial. In terms of advertising, Freixenet uses celebrities to sponsor the product (e.g. Demi Moore), making their Christmas campaign very well-know in Spain. Freixenet not only owns a large portfolio of different cavas and still wines, but it is also present in all the major markets around the world. It was interesting to see how the company's strategy vary geographically, were in markets such as the US Freixenet is sold as a premium product, and in Germany (where the average per capita consumption of cava is 6 bottles per year!), sales are price-driven. As well, the black bottle is popular in the UK, while the white one is in Spain. To end this very interesting presentation on a high note, Freixenet generously donated very innovative bottles of MiniBlack cava -which have an attachable plastic device to drink it-, and we most say very popular among the IE students that tried it! The Marketing of Freixenet has been the first event organized by this year IE Marketing Club. The Club´s members are Kysha Gibson (Club Coordinator), Alexander Corrie, Vanessa Espasa Sancho, Vygantas Tutlys, Deepanjan Mukherjee, Álvaro Carpio Colón, and Teresa Molina Talavera, all IMBA 2006. The marketing club thanks Freixenet for a successful event!
Posted by Cecilia Corripio on 27 March 2006 Trackback PingsTrackBack URL for this entry: CommentsDear Marketing Club! Great job! I am very proud of this year's team to have organized such a sparkling event! Good luck for your future plans! Besitos from last year's president, Yvonne Posted by: Yvonne at March 30, 2006 10:47 AM I really liked this speaker. He merged the real world and the academic world very well. The sponsorship of Freixenet was also a plus :-) Posted by: Kysha Gibson at May 3, 2006 12:22 PM Post a comment |
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