Stream IMC - how to leverage Sogrape´s wine business in the Uk - communication plan

Detalhes bibliográficos
Autor(a) principal: Ermida, Francisco De Menezes Pena De Azevedo
Data de Publicação: 2021
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/139039
Resumo: The aim of this individual assignment was to determine the best approach for a communications plan to re-launch the Casa Ferreirinha brand in the UK wine market. By targeting the Wine Enthusiast segment and leveraging the story of D. Antónia “Ferreirinha”, and her role as the icon of the Douro valley, Casa Ferreirinha can differentiate itself as the leading brand in the Douro fine wines category. The proposed campaign will use both media and promotional tactics to clarify the brand’s image and reach the goals of increasing product availability and raising the value perception and sales of Portuguese wines in the UK market. Keywords (Sogrape, UK wine market, Communications Plan, IMC, Campaign Proposal)
id RCAP_229c4f2c034ba033e5d17570c2481ddf
oai_identifier_str oai:run.unl.pt:10362/139039
network_acronym_str RCAP
network_name_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository_id_str 7160
spelling Stream IMC - how to leverage Sogrape´s wine business in the Uk - communication planMarketingIntegrated marketing communicationsB2c marketingDomínio/Área Científica::Ciências Sociais::Economia e GestãoThe aim of this individual assignment was to determine the best approach for a communications plan to re-launch the Casa Ferreirinha brand in the UK wine market. By targeting the Wine Enthusiast segment and leveraging the story of D. Antónia “Ferreirinha”, and her role as the icon of the Douro valley, Casa Ferreirinha can differentiate itself as the leading brand in the Douro fine wines category. The proposed campaign will use both media and promotional tactics to clarify the brand’s image and reach the goals of increasing product availability and raising the value perception and sales of Portuguese wines in the UK market. Keywords (Sogrape, UK wine market, Communications Plan, IMC, Campaign Proposal)Velosa, JorgeSodagar, NinaRUNErmida, Francisco De Menezes Pena De Azevedo2022-01-252021-12-172027-12-17T00:00:00Z2022-01-25T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/139039TID:202973964enginfo: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:RCAAP2024-03-11T05:16:20Zoai:run.unl.pt:10362/139039Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:49:16.817341Repositório 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 Stream IMC - how to leverage Sogrape´s wine business in the Uk - communication plan
title Stream IMC - how to leverage Sogrape´s wine business in the Uk - communication plan
spellingShingle Stream IMC - how to leverage Sogrape´s wine business in the Uk - communication plan
Ermida, Francisco De Menezes Pena De Azevedo
Marketing
Integrated marketing communications
B2c marketing
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
title_short Stream IMC - how to leverage Sogrape´s wine business in the Uk - communication plan
title_full Stream IMC - how to leverage Sogrape´s wine business in the Uk - communication plan
title_fullStr Stream IMC - how to leverage Sogrape´s wine business in the Uk - communication plan
title_full_unstemmed Stream IMC - how to leverage Sogrape´s wine business in the Uk - communication plan
title_sort Stream IMC - how to leverage Sogrape´s wine business in the Uk - communication plan
author Ermida, Francisco De Menezes Pena De Azevedo
author_facet Ermida, Francisco De Menezes Pena De Azevedo
author_role author
dc.contributor.none.fl_str_mv Velosa, Jorge
Sodagar, Nina
RUN
dc.contributor.author.fl_str_mv Ermida, Francisco De Menezes Pena De Azevedo
dc.subject.por.fl_str_mv Marketing
Integrated marketing communications
B2c marketing
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
topic Marketing
Integrated marketing communications
B2c marketing
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
description The aim of this individual assignment was to determine the best approach for a communications plan to re-launch the Casa Ferreirinha brand in the UK wine market. By targeting the Wine Enthusiast segment and leveraging the story of D. Antónia “Ferreirinha”, and her role as the icon of the Douro valley, Casa Ferreirinha can differentiate itself as the leading brand in the Douro fine wines category. The proposed campaign will use both media and promotional tactics to clarify the brand’s image and reach the goals of increasing product availability and raising the value perception and sales of Portuguese wines in the UK market. Keywords (Sogrape, UK wine market, Communications Plan, IMC, Campaign Proposal)
publishDate 2021
dc.date.none.fl_str_mv 2021-12-17
2022-01-25
2022-01-25T00:00:00Z
2027-12-17T00:00:00Z
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/10362/139039
TID:202973964
url http://hdl.handle.net/10362/139039
identifier_str_mv TID:202973964
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_ 1799138092121063424

Registros relacionados