Strategic and Marketing Plan for the Centro PDO Cheeses

Ruris prepared the Strategic and Marketing Plan for the DOP Cheeses of the Centro Region, a strategic framework designed to guide and promote coordinated action by the many players involved in strengthening the competitiveness and economic value of the DOP cheeses of the Centro Region, working across every level of the sector: from milk production to cheesemaking, sales, promotion and communication.

Ruris carried out the following actions under this project:

• Design of the strategic promotion and marketing plan for the DOP Cheeses of the Centro Region:
  • Definition of the methodology;
  • Strategic assessment of the Beira Baixa, Serra da Estrela and Rabaçal DOPs;
  • National and international benchmarking study;
  • SWOT analysis: internal and external analysis;
  • Definition of the strategy, vision and strategic objectives;
  • Definition of the target markets and segments;
  • Definition of the action plan, schedule and proposed investment;
  • Definition of the communication and promotion strategy, with a proposed visual identity for the project;
  • Definition of the delivery model;
  • Definition of the evaluation and monitoring model;
• Consultancy support for implementing the Strategic Promotion and Marketing Plan:
  • Setting out the planning and schedule for each of the project's actions, and identifying the partners to involve;
  • Surveying the requirements for delivering and organising each action;
  • Supporting the preparation of documents underpinning the delivery of each action;
  • Preparing delivery reports for each action.