Swedish alcohol companies that produce beverages with more than 15 percent alcohol by volume have limited opportunities to design their marketing in accordance with Swedish law. This makes marketing for Swedish alcohol companies more difficult, which means that an effective marketing plan adapted to each company is required. The marketing strategy is crucial for all alcohol companies and their position in the market. The purpose of this study was to investigate what market communication looks like for Swedish companies that produce beverages with more than 15 percent alcohol by volume. The theories on which the study was based are customer value-driven marketing strategy, marketing mix, brand awareness and content marketing. This study is based on a qualitative study in the form of three interviews with different alcohol companies, which offer drinks with more than 15 percent alcohol by volume. The authors chose to do a qualitative study to get in-depth data to compare theory with. The respondents gave profound descriptions of their work in marketing and showed that all collected theory had been applied within the companies to varying degrees. The abductive approach was the method used in conjunction with an exploratory type of research due to a large gap in the subject. The theoretical contribution has resulted in a greater understanding of how Swedish companies, which produce beverages with more than 15 percent alcohol by volume, have the opportunity to market themselves and their products.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:hh-47100 |
| Date | January 2022 |
| Creators | Lindgren, Alice, Hammar Hult, Wilma |
| Publisher | Högskolan i Halmstad, Akademin för företagande, innovation och hållbarhet |
| Source Sets | DiVA Archive at Upsalla University |
| Language | Swedish |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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