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Devold wool underwear

Hjelmeland, Karoline; Odenrud, Kari; Sandvik, Sunniva Salen; Nilsen, Oda-Helene; Berner, Thea
Bachelor thesis
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URI
http://hdl.handle.net/11250/2410571
Date
2016-09-26
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  • Spania [19]
Abstract
In our thesis we have researched the possibility of introducing Devold of Norway in Spain. Devold of Norway

is currently operating in the B2B business market in Spain with their protective clothing. This has proven to

be promising. As a result, Devold of Norway is interested in the opportunity of introducing their sport and

leisure wear in Spain.

To investigate we started with secondary research where we found valuable information. However, we found

lack of information regarding the consumer decisions, overall consumer knowledge and awareness regarding

merino wool. Therefore, we conducted several in-depth interviews, focus groups and observations, with

competitors, retailers and consumers. In addition, we found that the industry as a whole was too big for

Devold to have a competitive advantage. Hence, we narrowed it down and focused gradually more on the

baselayer and merino wool industry.

With support from our research we found two suitable segments and we have developed generic

segmentation and positioning strategies for these segments. These strategies lead us to the marketing mixes

with our recommendations. The main factors regarding the chosen segments are that the main area is

outdoor activities. There are distinctive differences behind the micro segments’ needs, therefore the

marketing mixes have been developed to tailor these differences.
Description
Bacheloroppgave i Internasjonal Markedsføring fra ESADE i Spania, 2016

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