Abstract
In the last decade, the Spanish beer market has undergone significant changes. Within this market, the traditional brand Estrella Damm had to simultaneously combat adverse commercial and social trends. Following an in-depth marketing and strategy reflection, the brand achieved a new and improved positioning. Simultaneously, it made the leap to social network communication, generating a considerable volume of downloads and conversations while drastically reducing its investment in conventional media. It also made product consumption highly seasonal linking it to the summer period and launched highly visible and creative communication actions aimed at young audiences. Estrella Damm is an outstanding example of strategic planning and social networks communication techniques. For the purpose of this study, this research applies case study techniques, content analysis of selected representative pieces, and online actions monitoring. It also analyses the market, the brand evolution, and the economic situation of the company through the use of existing scientific and professional literature.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callMore From: Journal of Marketing Development and Competitiveness
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
