Frisk Bris Consulting : Analysis of the potential for Meamango Sports : Case to enter the Spanish market

Abstract

This thesis has been based on the company Frisk Bris Consulting and their project in collaboration with the company Meamango to introduce the mobile phone case Meamango Sports Case to the Spanish market. The product displays different Spanish Football club logos in a unique pattern developed with Meamango´s own 3D technology. Our problem area is defined as: “Is there a potential for this product in the Spanish market?” In order to answer this problem area we have chosen to focus on the two areas of our research problem development; consumer behaviour and industrial competitiveness. We have gathered secondary and primary research. In the primary research we have used an exploratory research design with qualitative methods such as focus groups, in-depth interviews and a street questionnaire. The industries on which we have based our research and conclusions are defined as Mobile Phone Accessories and Football Merchandise. The latter has to some extent been excluded due to lack of information, which is further explained in our thesis. Based on our data collection we have concluded that there is a potential for the Meamango Sports Case in the Spanish market. Throughout our segmentation analysis we identified two macro segments; Tourists with a memorabilia need and Spanish consumers with an identity need. Then we found that Football Supporters and Young Impressionables are the two most relevant micro segments to target, as Football Supporters´ need for memorabilia is strongly linked to the football interest and because the Young Impressionables have a curiosity in “everything that’s new” as well as having a natural ability to adopt new technology. In order to recommend appropriate strategies and to target our chosen segments efficiently we have analyzed our data by using models as the Solution Life Cycle and SWOT, and different theories in “Market-driven Management, strategic and operational marketing” by Lambin, 2012. We have chosen a focused segmentation strategy and a latent positioning strategy with the dimensions; perceived price, design and uniqueness as we believe this fits with Meamango´s products and is coherent with what our micro segments value. As part of our recommendation we have developed two different marketing mixes tailored for each micro segment. For Football Supporters this basically includes technology and- packaging improvements, exclusive distribution, and online establishment. And for Young Impressionables, some main actions are to expand product portfolio and use other logos and customized design, product improvements in terms of functionality, create a web page to distribute the products and emphasize word of mouth.