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.
Description
Bacheloroppgave i Internasjonal Markedsføring fra ESADE i Spania, 2016