Improving Laboratorios Belloch's international brand image

Abstract

This Master’s Thesis analyses the features of Laboratorios Belloch’s brand image, suggesting possible improvements to be undertaken in order to become known for the quality of the products throughout Europe, a market not yet reached by the company. It explores the aspects observed during the author’s work placement within the International Department, thanks to discussions with members of staff and analysis of the work carried out. The proposals made are firstly based on the products themselves, the objective being to show different countries around Europe the will to adapt the formulas to their culture and their needs. As well as the nature of the products, the project suggests adapting the packaging to convey more quality to the potential buyers, especially in countries such as France or Germany, where the high competition for luxury products makes it that much more challenging to enter to the market and create a positive brand image. After creating these changes, a second recommendation is the use of online resources in order to present this new image, placing special emphasis on the users’ ideas and opinions, demonstrating the company’s constant concern for clients’ satisfaction. The last approach proposed is to not only publicise and expose the image of the company online, but to equally do so at trade fair events, using products presentation and members of staff as the first impression and first connection with potential buyers, with the purpose to create a new brand image in Europe, leading to increasing sales.