How to migrate from premium to luxury? The case of Claus Porto, a Portuguese ‘heritage’ soap brand
Autor(a) principal: | |
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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). |
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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 |
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info:eu-repo/semantics/embargoedAccess |
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embargoedAccess |
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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 |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
collection |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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1799137934389018624 |