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Case Day – Communication Case Work IBA Erhversakademi Kolding Marketing Management Program Student: Laura Goncearuc Introduction The independent brewery A/S Bryggeriet Vestfyen, produces beer under the name 'Vestfyen' as well as a variety of other brands such as: Willemoes, Bryggeriet Frejdahl and Jolly Cola. In the last few years, as an impact of a worldwide trend of women getting more interested in alcohol consumption, females in Denmark started to enjoy quality beer. In order to understand the following trend and improve the Vestfyen beer consumption in this area, this report is focusing on defining the exact female target group, describing
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