The Marketing of Freixenet

Escrito el 13 marzo 2006 por Alumni en Functional Area

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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 make it so successful: it is Spain´s largest cava producer. Using 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 example, we learnt how the average person in a supermarket spends 2 seconds in choosing a product; so placing at eye-level becomes important. In terms of advertising, its Christmas adverts in Spain are well-known and it uses celebrities such as Demi Moore to help promote the product.
Freixenet has a large portfolio of different cavas and still wines and is present in all the major markets around the world -so it was interesting to see how the company’s strategy varies geographically-. In some markets, such as the US, Freixenet is sold as a premium product, but in Germany (where the average per capita consumption of cava is 6 bottles per year!), sales are price-driven. The black bottle is popular in the UK, the white one in Spain.
To end a very interesting presentation on a high note, Freixenet generously donated bottles of MiniBlack cava, innovative for having an attachable glass and very popular with IE students!
The marketing of Freixenet has been the fisrt event organised 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!
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