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http://hdl.handle.net/10609/101887
Title: | Pla de comunicació del celler Vinyas d'Empremta: vins testimonis de l'empremta d'un paisatge |
Author: | Gonzàlez Fernàndez, Pau |
Director: | Estanyol, Elisenda |
Tutor: | CURTO, VÍCTOR |
Abstract: | Communication is essential in any type of organisation. From a multinational company set in many countries to local winery producers sustained by only one worker. This final master's degree project is aiming at developing a plan of communication for a micro winemaker based in Navàs (Bages): Vinyas d'Empremta. This local wine manufacturer has been producing natural wine since 2012, from an altruistic perspective but willing to make the project economically feasible in the medium term. Based on the theories and works of several authors, a communication plan is designed. Firstly, both the winery's location and competitors will be analysed. The objectives will be highlighted together with the own winery fundamental values. Secondly, strategies and practices will be developed in order to grow awareness and position the cellar -with its opportunities and interesting challenges- in a specific market: natural and biodynamic winemaking. This assignment pretends to address a communicative challenge from an academic point of view; so it should be considered not only as a professional tool but also as a twin-track professional practice and research orientated project. It is crucial to remark thank the budget is non-existent and the cellar may consider -or not- its application in the future. All in all, the main goal is to define and position the values of a particular brand in a very competitive market: wine producing -with its character and unique markings. |
Keywords: | wines produced in Bages corporate communication brand positioning winemaking communication natural wines biodynamic wines |
Document type: | info:eu-repo/semantics/masterThesis |
Issue Date: | 12-Jun-2019 |
Publication license: | http://creativecommons.org/licenses/by-nc-nd/3.0/es/ |
Appears in Collections: | Trabajos finales de carrera, trabajos de investigación, etc. |
Files in This Item:
File | Description | Size | Format | |
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pgonzalezfernaTFM0619memòria.pdf | Memòria del TFM | 1,87 MB | Adobe PDF | View/Open |
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