How can vichy overcome the recent success of competing premium brands in the pharmaceutical channel in Portugal? - an analysis on young Portuguese dermocosmetic consumers
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/10362/132396 |
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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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 |
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1799138077386473472 |