How to migrate from premium to luxury? The case of Claus Porto, a Portuguese ‘heritage’ soap brand

Detalhes bibliográficos
Autor(a) principal: Neuer, Pia Sophie
Data de Publicação: 2018
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/39064
Resumo: This thesis presents a Case Study on the transformation of the 130 years-old Portuguese personal care brand Claus Porto from a premium soap to a luxury niche lifestyle brand. Claus Porto, together with its parent brand Ach. Brito, was acquired by the Portuguese investment fund Menlo Capital in 2015. Between 2015 and 2017, the Claus Porto team underwent efforts to reposition the brand in the luxury lifestyle segment. The case outlines the characteristics of the luxury industry and the potential benefits of stepping from premium to luxury, leading to the discussion of what the Claus Porto team should do next (in the Teaching Note).
id RCAP_073073aa522dc12a7186bff563cee7ad
oai_identifier_str oai:run.unl.pt:10362/39064
network_acronym_str RCAP
network_name_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository_id_str 7160
spelling How to migrate from premium to luxury? The case of Claus Porto, a Portuguese ‘heritage’ soap brandClaus PortoLuxury niche brandsPremium brandsPortugalDomínio/Área Científica::Ciências Sociais::Economia e GestãoThis thesis presents a Case Study on the transformation of the 130 years-old Portuguese personal care brand Claus Porto from a premium soap to a luxury niche lifestyle brand. Claus Porto, together with its parent brand Ach. Brito, was acquired by the Portuguese investment fund Menlo Capital in 2015. Between 2015 and 2017, the Claus Porto team underwent efforts to reposition the brand in the luxury lifestyle segment. The case outlines the characteristics of the luxury industry and the potential benefits of stepping from premium to luxury, leading to the discussion of what the Claus Porto team should do next (in the Teaching Note).Silveira, Catherine daRUNNeuer, Pia Sophie2019-01-20T01:30:30Z2018-01-202018-01-20T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/39064TID:201864118enginfo:eu-repo/semantics/embargoedAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T04:21:28Zoai:run.unl.pt:10362/39064Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:31:04.393411Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv How to migrate from premium to luxury? The case of Claus Porto, a Portuguese ‘heritage’ soap brand
title How to migrate from premium to luxury? The case of Claus Porto, a Portuguese ‘heritage’ soap brand
spellingShingle How to migrate from premium to luxury? The case of Claus Porto, a Portuguese ‘heritage’ soap brand
Neuer, Pia Sophie
Claus Porto
Luxury niche brands
Premium brands
Portugal
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
title_short How to migrate from premium to luxury? The case of Claus Porto, a Portuguese ‘heritage’ soap brand
title_full How to migrate from premium to luxury? The case of Claus Porto, a Portuguese ‘heritage’ soap brand
title_fullStr How to migrate from premium to luxury? The case of Claus Porto, a Portuguese ‘heritage’ soap brand
title_full_unstemmed How to migrate from premium to luxury? The case of Claus Porto, a Portuguese ‘heritage’ soap brand
title_sort How to migrate from premium to luxury? The case of Claus Porto, a Portuguese ‘heritage’ soap brand
author Neuer, Pia Sophie
author_facet Neuer, Pia Sophie
author_role author
dc.contributor.none.fl_str_mv Silveira, Catherine da
RUN
dc.contributor.author.fl_str_mv Neuer, Pia Sophie
dc.subject.por.fl_str_mv Claus Porto
Luxury niche brands
Premium brands
Portugal
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
topic Claus Porto
Luxury niche brands
Premium brands
Portugal
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
description This thesis presents a Case Study on the transformation of the 130 years-old Portuguese personal care brand Claus Porto from a premium soap to a luxury niche lifestyle brand. Claus Porto, together with its parent brand Ach. Brito, was acquired by the Portuguese investment fund Menlo Capital in 2015. Between 2015 and 2017, the Claus Porto team underwent efforts to reposition the brand in the luxury lifestyle segment. The case outlines the characteristics of the luxury industry and the potential benefits of stepping from premium to luxury, leading to the discussion of what the Claus Porto team should do next (in the Teaching Note).
publishDate 2018
dc.date.none.fl_str_mv 2018-01-20
2018-01-20T00:00:00Z
2019-01-20T01:30:30Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/39064
TID:201864118
url http://hdl.handle.net/10362/39064
identifier_str_mv TID:201864118
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/embargoedAccess
eu_rights_str_mv embargoedAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron_str RCAAP
institution RCAAP
reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
collection Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
repository.mail.fl_str_mv
_version_ 1799137934389018624

Registros relacionados