*Local Cider Factory – Marketing Communication Strategy
*Local Cider Factory – Marketing Communication Strategy
The project was from the course Marketing communication (Teacher: Ulf Linnman / Location: Jönköping University)
Brief: This group project was aiming on helping a Local Cider Factory expanding into cider production using their homegrown apples. This project focused on developing a comprehensive marketing communication strategy to successfully launch their first non-alcoholic cider in the Swedish market.
Our approach included brand development, target market analysis, sales & distribution strategy, and a marketing campaign within a SEK 1 million budget. The final deliverables featured a brand name and logotype, a launch strategy, and a performance tracking plan to ensure long-term success.
This project aimed to establish a strong market presence while maintaining the brand’s values of sustainability, freshness, and quality.
Working Process
Throughout this project, I engaged in a comprehensive marketing communication process, from brand development to campaign execution. We started by conducting market research and target audience analysis, defining a brand identity, and crafting a marketing strategy for the launch of "Sprudla," an eco-friendly, non-alcoholic cider. This involved SWOT analysis, customer segmentation, and pricing strategy formulation, ensuring that the product resonated with its intended audience. We also developed promotion tactics, including digital marketing, influencer collaborations, and experiential marketing, such as farm tours and sample testing, to build brand awareness and consumer engagement.
Skill learned
Through this project, I enhanced my skills in strategic marketing planning, branding, and consumer research. I gained hands-on experience in graphic design for packaging and promotional materials, campaign budgeting, and digital marketing execution. Additionally, I strengthened my ability to use data-driven decision-making, storytelling for branding, and social media marketing strategies to create an engaging and effective marketing plan. This project has significantly refined my expertise in integrated marketing communication and brand positioning in a competitive market.
