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Title: El sector vitivinícola español y el uso del marketing digital para la creación de marca y la fidelización del cliente. Una propuesta para la DO Valdepeñas
Author: Canorea Ruiz, Luis
Tutor: Navío Navarro, Mariché  
Others: Esteban, Irene  
Abstract: This Master thesis proposes a strategic plan based on digital marketing tools to improve the market position of high-quality Spanish wine through lead generation and customer fidelization. Digital marketing tools are extremely useful for those purposes due to three reasons: the growing number of consumers searching for information on wine at Internet and social networks, particularly among those market segments which are most sensitive to quality and novelty; the fact that any winery, with the right advice and without the need of having large resources, can develop an effective marketing plan based on digital tools; and, finally, the still limited use of digital marketing by Spanish wineries, despite the advantages aforementioned. This proposal has been designed for both wine and wine tourism in the region which possesses the Valdepeñas Denomination of Origin (DO Valdepeñas) label. This election responds, on the one hand, to the fact that the classification "denomination of origin" constitutes one of the first initiatives in Spain to guarantee consumers that the wines of certain regions have been produced according to high quality standards. This label, moreover, is the most well-known among the non-professionals in the sector. DO Valdepeñas is among the oldest and includes a large number of wineries ranking high according to sales. The actions proposed here, anyway, can be imitated by other denominations of origin. But the implementation first in Valdepeñas facilitates plan’s monitoring, given the relative medium size of this producing region compared to others in the country.
Keywords: designation of origin
digital marketing
Document type: info:eu-repo/semantics/masterThesis
Issue Date: 19-Jun-2019
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