Devold wool underwear

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.