Luso Tea case study : a natural brand extension in the ice-tea category

Detalhes bibliográficos
Autor(a) principal: Costa, Bárbara Silva Ferreira da
Data de Publicação: 2015
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10400.14/17116
Resumo: The focus of this dissertation is to understand and assess the Luso brand extension Luso Tea by analyzing the reasons behind it, the process that lead to the launch, the desired positioning and the according consumers’ perceptions regarding the brand. Luso is a company of Portuguese origins owned by Sociedade Central das Cervejas e Bebidas, the Portuguese Op-co from the Heineken Group. With over 160 years of existence, Luso is known for its homonymous natural mineral water, still-water brand leader in Portugal. However, this market was facing challenges and profitability was decreasing to concerning levels. The company decided to venture into new, more profitable categories, which would allow leveraging the awareness and expertise of the Luso brand. The decision was made to launch Luso Tea, an ice-tea made with Luso water and with a more natural and healthy positioning when compared to other ice-teas, allowing the company the opportunity to enter the soft-drinks market. The product was launched in April 2014, starting the brand’s journey into new categories. The research methods chosen include a Literature Review to collect important theoretical concepts for the study, a Case Study with Teaching Note for in-class discussion and a Market Research, consisting of an in-depth interview to understand the company’s side of this brand extension process and an exploratory market visit and online Survey to gather the reactions and opinions of the consumers. The main conclusions reached were that Luso launched the brand extension Luso Tea in order to apply the brand’s expertise and strength to enter more profitable, but still closely fit categories. Luso Tea seems to be well received and perceived in line with the desired positioning, but established ice-tea brands are not allowing great sales. Additionally, the company should consider including Stevia, the natural sweetener used in the formulation of Luso Tea in the future communication, as this shows to have a positive effect on the consumer perception of flavor and quality of ingredients.
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spelling Luso Tea case study : a natural brand extension in the ice-tea categoryDomínio/Área Científica::Ciências Sociais::Economia e GestãoThe focus of this dissertation is to understand and assess the Luso brand extension Luso Tea by analyzing the reasons behind it, the process that lead to the launch, the desired positioning and the according consumers’ perceptions regarding the brand. Luso is a company of Portuguese origins owned by Sociedade Central das Cervejas e Bebidas, the Portuguese Op-co from the Heineken Group. With over 160 years of existence, Luso is known for its homonymous natural mineral water, still-water brand leader in Portugal. However, this market was facing challenges and profitability was decreasing to concerning levels. The company decided to venture into new, more profitable categories, which would allow leveraging the awareness and expertise of the Luso brand. The decision was made to launch Luso Tea, an ice-tea made with Luso water and with a more natural and healthy positioning when compared to other ice-teas, allowing the company the opportunity to enter the soft-drinks market. The product was launched in April 2014, starting the brand’s journey into new categories. The research methods chosen include a Literature Review to collect important theoretical concepts for the study, a Case Study with Teaching Note for in-class discussion and a Market Research, consisting of an in-depth interview to understand the company’s side of this brand extension process and an exploratory market visit and online Survey to gather the reactions and opinions of the consumers. The main conclusions reached were that Luso launched the brand extension Luso Tea in order to apply the brand’s expertise and strength to enter more profitable, but still closely fit categories. Luso Tea seems to be well received and perceived in line with the desired positioning, but established ice-tea brands are not allowing great sales. Additionally, the company should consider including Stevia, the natural sweetener used in the formulation of Luso Tea in the future communication, as this shows to have a positive effect on the consumer perception of flavor and quality of ingredients.O foco desta dissertação é perceber e avaliar a extensão de marca da Luso, Luso Tea, analisando as razões por detrás desta decisão, o processo de lançamento, o posicionamento desejado e as percepções do consumidor da marca. Luso é uma marca de origem Portuguesa, detida pela Sociedade Central das Cervejas e Bebidas, sucursal portuguesa do grupo Heineken. Com mais de 160 anos de existência, a Luso é conhecida pela sua água mineral natural homónima, líder de mercado em Portugal. Contudo, a categoria enfrentava desafios e o lucro descia para níveis alarmantes. A empresa decidiu aventurar-se em novas categorias mais rentáveis, que permitissem potenciar o reconhecimento e experiência da marca Luso. Foi tomada a decisão de lançar Luso Tea, o ice-tea feito com água do Luso e com um posicionamento mais natural e saudável comparado com outros ice-teas, permitindo à empresa a entrada no mercado dos refrigerantes. O produto foi lançado em Abril de 2014, iniciando assim o processo de expansão da marca para novas categorias. Os métodos de pesquisa incluem uma Revisão de Literatura para recolher conceitos teóricos importantes para o estudo, um Caso académico e respectiva Nota de Ensino, Pesquisa de Mercado, consistindo numa entrevista detalhada para perceber o lado da empresa neste processo de extensão de marca e numa visita exploratória ao mercado e Inquérito online para recolher as opiniões e reacções dos consumidores. Concluindo, a Luso lançou a sua extensão de marca, Luso Tea, usando a sua experiência e força para entrar numa categoria mais rentável mas ao mesmo tempo semelhante à então actual categoria da marca. Luso Tea parece ter sido bem recebida e compreendida de acordo com o posicionamento desejado, mas as marcas já reconhecidas de ice-teas não permitem valores muito favoráveis de vendas. Adicionalmente, a empresa devia considerar incluir Stevia, o adoçante natural usado em Luso Tea, na comunicação futura, pois este conhecimento mostra ter um efeito positivo na percepção do consumidor no sabor e qualidade dos ingredientes.Celeste, PedroVeritati - Repositório Institucional da Universidade Católica PortuguesaCosta, Bárbara Silva Ferreira da2016-01-05T01:30:16Z2015-02-0920152015-02-09T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/17116TID:201170078enginfo: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:RCAAP2024-02-06T01:34:37Zoai:repositorio.ucp.pt:10400.14/17116Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:14:22.294313Repositório 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 Luso Tea case study : a natural brand extension in the ice-tea category
title Luso Tea case study : a natural brand extension in the ice-tea category
spellingShingle Luso Tea case study : a natural brand extension in the ice-tea category
Costa, Bárbara Silva Ferreira da
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
title_short Luso Tea case study : a natural brand extension in the ice-tea category
title_full Luso Tea case study : a natural brand extension in the ice-tea category
title_fullStr Luso Tea case study : a natural brand extension in the ice-tea category
title_full_unstemmed Luso Tea case study : a natural brand extension in the ice-tea category
title_sort Luso Tea case study : a natural brand extension in the ice-tea category
author Costa, Bárbara Silva Ferreira da
author_facet Costa, Bárbara Silva Ferreira da
author_role author
dc.contributor.none.fl_str_mv Celeste, Pedro
Veritati - Repositório Institucional da Universidade Católica Portuguesa
dc.contributor.author.fl_str_mv Costa, Bárbara Silva Ferreira da
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 focus of this dissertation is to understand and assess the Luso brand extension Luso Tea by analyzing the reasons behind it, the process that lead to the launch, the desired positioning and the according consumers’ perceptions regarding the brand. Luso is a company of Portuguese origins owned by Sociedade Central das Cervejas e Bebidas, the Portuguese Op-co from the Heineken Group. With over 160 years of existence, Luso is known for its homonymous natural mineral water, still-water brand leader in Portugal. However, this market was facing challenges and profitability was decreasing to concerning levels. The company decided to venture into new, more profitable categories, which would allow leveraging the awareness and expertise of the Luso brand. The decision was made to launch Luso Tea, an ice-tea made with Luso water and with a more natural and healthy positioning when compared to other ice-teas, allowing the company the opportunity to enter the soft-drinks market. The product was launched in April 2014, starting the brand’s journey into new categories. The research methods chosen include a Literature Review to collect important theoretical concepts for the study, a Case Study with Teaching Note for in-class discussion and a Market Research, consisting of an in-depth interview to understand the company’s side of this brand extension process and an exploratory market visit and online Survey to gather the reactions and opinions of the consumers. The main conclusions reached were that Luso launched the brand extension Luso Tea in order to apply the brand’s expertise and strength to enter more profitable, but still closely fit categories. Luso Tea seems to be well received and perceived in line with the desired positioning, but established ice-tea brands are not allowing great sales. Additionally, the company should consider including Stevia, the natural sweetener used in the formulation of Luso Tea in the future communication, as this shows to have a positive effect on the consumer perception of flavor and quality of ingredients.
publishDate 2015
dc.date.none.fl_str_mv 2015-02-09
2015
2015-02-09T00:00:00Z
2016-01-05T01:30:16Z
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