How can vichy overcome the recent success of competing premium brands in the pharmaceutical channel in Portugal? - an analysis on young Portuguese dermocosmetic consumers

Detalhes bibliográficos
Autor(a) principal: Matos, Margarida Maria Silva De
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/10362/132396
Resumo: The rising success of the premium dermocosmetic brands has threatened Vichy’s leadership in the Portuguese market. This work project aims to study how Vichy can surpass these premium brands, by means of qualitative and quantitative research. The main findings from the project are that, as a result of the two segments that emerged from the research, Vichy should firstly focus on improving its communication and digital presence, as a mean to attract the young segment, and secondly, the brand must strengthen its relationship with key partners, as a mean of targeting the mature segment.
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spelling How can vichy overcome the recent success of competing premium brands in the pharmaceutical channel in Portugal? - an analysis on young Portuguese dermocosmetic consumersVichyDermocosmeticsPremium brandsAnti-agingWomen consumptionDomínio/Área Científica::Ciências Sociais::Economia e GestãoThe rising success of the premium dermocosmetic brands has threatened Vichy’s leadership in the Portuguese market. This work project aims to study how Vichy can surpass these premium brands, by means of qualitative and quantitative research. The main findings from the project are that, as a result of the two segments that emerged from the research, Vichy should firstly focus on improving its communication and digital presence, as a mean to attract the young segment, and secondly, the brand must strengthen its relationship with key partners, as a mean of targeting the mature segment.Maincourt, ChristopheRUNMatos, Margarida Maria Silva De2024-01-04T01:30:52Z2021-01-142021-01-042021-01-14T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/132396TID:202766209enginfo: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:RCAAP2024-03-11T05:11:00Zoai:run.unl.pt:10362/132396Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:47:26.347807Repositório 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 can vichy overcome the recent success of competing premium brands in the pharmaceutical channel in Portugal? - an analysis on young Portuguese dermocosmetic consumers
title How can vichy overcome the recent success of competing premium brands in the pharmaceutical channel in Portugal? - an analysis on young Portuguese dermocosmetic consumers
spellingShingle How can vichy overcome the recent success of competing premium brands in the pharmaceutical channel in Portugal? - an analysis on young Portuguese dermocosmetic consumers
Matos, Margarida Maria Silva De
Vichy
Dermocosmetics
Premium brands
Anti-aging
Women consumption
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
title_short How can vichy overcome the recent success of competing premium brands in the pharmaceutical channel in Portugal? - an analysis on young Portuguese dermocosmetic consumers
title_full How can vichy overcome the recent success of competing premium brands in the pharmaceutical channel in Portugal? - an analysis on young Portuguese dermocosmetic consumers
title_fullStr How can vichy overcome the recent success of competing premium brands in the pharmaceutical channel in Portugal? - an analysis on young Portuguese dermocosmetic consumers
title_full_unstemmed How can vichy overcome the recent success of competing premium brands in the pharmaceutical channel in Portugal? - an analysis on young Portuguese dermocosmetic consumers
title_sort How can vichy overcome the recent success of competing premium brands in the pharmaceutical channel in Portugal? - an analysis on young Portuguese dermocosmetic consumers
author Matos, Margarida Maria Silva De
author_facet Matos, Margarida Maria Silva De
author_role author
dc.contributor.none.fl_str_mv Maincourt, Christophe
RUN
dc.contributor.author.fl_str_mv Matos, Margarida Maria Silva De
dc.subject.por.fl_str_mv Vichy
Dermocosmetics
Premium brands
Anti-aging
Women consumption
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
topic Vichy
Dermocosmetics
Premium brands
Anti-aging
Women consumption
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
description The rising success of the premium dermocosmetic brands has threatened Vichy’s leadership in the Portuguese market. This work project aims to study how Vichy can surpass these premium brands, by means of qualitative and quantitative research. The main findings from the project are that, as a result of the two segments that emerged from the research, Vichy should firstly focus on improving its communication and digital presence, as a mean to attract the young segment, and secondly, the brand must strengthen its relationship with key partners, as a mean of targeting the mature segment.
publishDate 2021
dc.date.none.fl_str_mv 2021-01-14
2021-01-04
2021-01-14T00:00:00Z
2024-01-04T01:30:52Z
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/10362/132396
TID:202766209
url http://hdl.handle.net/10362/132396
identifier_str_mv TID:202766209
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
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
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