Somersby : a communication strategy to reach young consumers
Autor(a) principal: | |
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Data de Publicação: | 2014 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.14/17402 |
Resumo: | The company selected to serve as a background for this marketing case study was Unicer. Following the case there is a teaching note that provides useful theory for a better understanding of the case, along with suggested questions to be discussed by students when analyzing it. Unicer is the largest Portuguese soft drinks company with a multi-brand, multi-market strategy with its main operations in the beer and bottled water businesses. Throughout the years, the firm had developed a huge portfolio of well-known brands. In 2011 the company was presented with the challenge of recruiting young adults customers. Somersby, a Carlsberg Group brand of cider was the product chosen to approach the defined target. The first couple of years had questionable results, although a high potential for the brand was identified too. In this way, in 2013, faced with the possibility of internalizing the production of this beverage, a strong communication strategy needed to be employed, as measurable results were required. Hence the brand had to choose between continuing to use event marketing or to switch for a mass media approach, namely to introduce advertisement in TV. The case presents the Portuguese market environment for Somersby, its target consumers, as well as its main competitors. Further it allows students to become familiar with market and competition analysis, and illustrates the above and below the line set of options. After this, they are challenged to identify the best strategic approach, both in qualitative and quantitative terms, given the costs and reach associated with each alternative. |
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Somersby : a communication strategy to reach young consumersDomínio/Área Científica::Ciências Sociais::Economia e GestãoThe company selected to serve as a background for this marketing case study was Unicer. Following the case there is a teaching note that provides useful theory for a better understanding of the case, along with suggested questions to be discussed by students when analyzing it. Unicer is the largest Portuguese soft drinks company with a multi-brand, multi-market strategy with its main operations in the beer and bottled water businesses. Throughout the years, the firm had developed a huge portfolio of well-known brands. In 2011 the company was presented with the challenge of recruiting young adults customers. Somersby, a Carlsberg Group brand of cider was the product chosen to approach the defined target. The first couple of years had questionable results, although a high potential for the brand was identified too. In this way, in 2013, faced with the possibility of internalizing the production of this beverage, a strong communication strategy needed to be employed, as measurable results were required. Hence the brand had to choose between continuing to use event marketing or to switch for a mass media approach, namely to introduce advertisement in TV. The case presents the Portuguese market environment for Somersby, its target consumers, as well as its main competitors. Further it allows students to become familiar with market and competition analysis, and illustrates the above and below the line set of options. After this, they are challenged to identify the best strategic approach, both in qualitative and quantitative terms, given the costs and reach associated with each alternative.Unicer foi a empresa escolhida para servir de base ao desenvolvimento deste estudo de caso na área de marketing. O caso é seguido de uma nota pedagógica que disponibiliza alguma teoria relevante para uma melhor compreensão do caso, bem como questões sugeridas para serem alvo de discussão pelos alunos quando da análise do mesmo. A Unicer é a maior empresa portuguesa de bebidas, com uma estratégia multimarca e multimercado, cuja actividade assenta nos negócios de cervejas e de águas engarrafadas. Ao longo dos anos, esta firma desenvolveu um enorme portfolio de marcas reconhecidas. Em 2011, a empresa deparou-se com o desafio de angariar clientes jovens adultos. Somersby, uma marca de sidra do Grupo Carlsberg foi o produto escolhido para abordar o target definido. Os primeiros dois anos mostraram resultados incertos apesar de ter sido claro o elevado potencial da marca. Deste modo, em 2013, e perante a possibilidade de internalizar a produção, era necessário implementar uma forte estratégia de comunicação que permitisse resultados mensuráveis. Assim, a marca tinha de escolher entre continuar a apostar em marketing de eventos, ou mudar para uma abordagem que incluísse media, nomeadamente introduzir um anúncio em televisão. O caso apresenta o mercado português para a Somersby, o target da marca, bem como os principais concorrentes. Adicionalmente permite aos alunos familiarizarem-se com análises de mercado e concorrência e ilustra as opções de above e below the line. Após isto, serão desafiados a identificar em termos qualitativos e quantitativos a melhor opção estratégica, tendo em conta custos e a taxa de penetração associados a cada alternativa.Marcos, Paulo GonçalvesVeritati - Repositório Institucional da Universidade Católica PortuguesaFernandes, Ana Isabel Pinto2015-05-04T08:09:27Z2015-02-1220142015-02-12T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/17402TID:201169886enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-12-26T01:36:53Zoai:repositorio.ucp.pt:10400.14/17402Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:14:37.810162Repositório 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 |
Somersby : a communication strategy to reach young consumers |
title |
Somersby : a communication strategy to reach young consumers |
spellingShingle |
Somersby : a communication strategy to reach young consumers Fernandes, Ana Isabel Pinto Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
Somersby : a communication strategy to reach young consumers |
title_full |
Somersby : a communication strategy to reach young consumers |
title_fullStr |
Somersby : a communication strategy to reach young consumers |
title_full_unstemmed |
Somersby : a communication strategy to reach young consumers |
title_sort |
Somersby : a communication strategy to reach young consumers |
author |
Fernandes, Ana Isabel Pinto |
author_facet |
Fernandes, Ana Isabel Pinto |
author_role |
author |
dc.contributor.none.fl_str_mv |
Marcos, Paulo Gonçalves Veritati - Repositório Institucional da Universidade Católica Portuguesa |
dc.contributor.author.fl_str_mv |
Fernandes, Ana Isabel Pinto |
dc.subject.por.fl_str_mv |
Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
The company selected to serve as a background for this marketing case study was Unicer. Following the case there is a teaching note that provides useful theory for a better understanding of the case, along with suggested questions to be discussed by students when analyzing it. Unicer is the largest Portuguese soft drinks company with a multi-brand, multi-market strategy with its main operations in the beer and bottled water businesses. Throughout the years, the firm had developed a huge portfolio of well-known brands. In 2011 the company was presented with the challenge of recruiting young adults customers. Somersby, a Carlsberg Group brand of cider was the product chosen to approach the defined target. The first couple of years had questionable results, although a high potential for the brand was identified too. In this way, in 2013, faced with the possibility of internalizing the production of this beverage, a strong communication strategy needed to be employed, as measurable results were required. Hence the brand had to choose between continuing to use event marketing or to switch for a mass media approach, namely to introduce advertisement in TV. The case presents the Portuguese market environment for Somersby, its target consumers, as well as its main competitors. Further it allows students to become familiar with market and competition analysis, and illustrates the above and below the line set of options. After this, they are challenged to identify the best strategic approach, both in qualitative and quantitative terms, given the costs and reach associated with each alternative. |
publishDate |
2014 |
dc.date.none.fl_str_mv |
2014 2015-05-04T08:09:27Z 2015-02-12 2015-02-12T00:00:00Z |
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/10400.14/17402 TID:201169886 |
url |
http://hdl.handle.net/10400.14/17402 |
identifier_str_mv |
TID:201169886 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
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 |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
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RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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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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