Stream IMC - how to leverage Sogrape´s wine business in the Uk - communication plan
Autor(a) principal: | |
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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) |
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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 |
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1799138092121063424 |