La Casera is a traditional Spanish soda brand that is one of the most popular soft drinks in Spain. It is commonly drunk on its own, mixed with wine or beer, or used to make sangria and cocktails. The company now belongs to Schweppes Group. The marketing research plan aims to discover if La Casera could expand its business internationally, especially into Italy and Mexico, as the drinking habits in those countries are similar to Spain. The plan involves first testing select La Casera products in two cities each in Italy and Mexico to gauge demand. A questionnaire will be used to collect data from representative samples in both countries regarding their drinking preferences and habits to inform expansion efforts.

1. La CaseraMarketing Research PlanFrancesca BertaniSamantha Segarizzi

2. Business ObjectiveDiscover if La Casera could expand his business out of Spain expecially in Italy and Mexico.Why?The habits of Italy and Mexico are are quite similar to the Spain’s ones.

3. International Marketing Plan STEPS 1. Whereare we?La Casera is a traditional Spanish brand of soda, one of the mostpopular soft drink in Spain.It can be drunkas soda, mixed with wine, beer and itisalsoused to prepare sangria and cocktails.Nowadays La Casera belongstoSchweppes. Group.

4. 2. What do wewant to reach?The purposeis to expand the company abroad, e.g. Italy and Mexico.Productsthat the company willenterinto the new markets are: ITALYLa Casera Gaseosa

5. RefrescolemonflavourMEXICOLa Casera Gaseosa

6. Refrescoslemon, orange and coke flavour3. Who are the customers?TARGET:Men and womenAge between 18 to 50 yearsoldBelonging to the middle class

7. 4. How can wegetthere?Some products of La Casera will be tested intwoItalian (Milan and Naples) and twoMexican (Monterrey and Puebla) cities. Thistwocitieshasbeenchoosenbecausethey are the mostrepresentativeones, when companies decide to enter a new productinto the market.

8. OBSTACLES in Italy“La Gazzosa di Lurisia”AnItalianbrandspecialized in theproductionof gaseosa

9. No chemicalcompundorcolouring

10. Quite a smallcompany

11. Almostunknown in ItalyOBSTACLES in Mexico“Grupo Peñafiel”Companynumber 3 ofsoftdrinks in Mexico

12. 19 brands

13. Wellknown in MexicoResearchObjectiveMarketing Researchmethod:QuantitaviveresearchQuestionnairetechniquetocollectprimary data aboutsubjects; a representativesample of the Italian(52 people) and Mexican(62 people) population.

14. RESULTS:ItalyThemajoritydrinks WATER whileeating