Sogrape: how to successfully launch a red wine brand in a category led by price and no other brands

Detalhes bibliográficos
Autor(a) principal: Martins, Joana Morbey Ferro Rodrigues
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/10362/123613
Resumo: The Portuguese wine market is diverse and challenging with a wide array of wines offered. Moreover, the market is also highly price and promotion sensitive, creating a daunting mission for a brand to stand out. Sogrape’s challenge is to create a new red wine brand to target younger consumers, who feel disconnected from the wine category. This report analyzes how Evaristo can gain full market coverage and become established as a dominant player in the Lisbon red wines category. Consequently, extensive research, marketing mix and implementation were developed for Evaristo, to attract young adults to the red wine category.
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spelling Sogrape: how to successfully launch a red wine brand in a category led by price and no other brandsSograpeMarketing planRed wineAlcoholic beveragesEvaristoDomínio/Área Científica::Ciências Sociais::Economia e GestãoThe Portuguese wine market is diverse and challenging with a wide array of wines offered. Moreover, the market is also highly price and promotion sensitive, creating a daunting mission for a brand to stand out. Sogrape’s challenge is to create a new red wine brand to target younger consumers, who feel disconnected from the wine category. This report analyzes how Evaristo can gain full market coverage and become established as a dominant player in the Lisbon red wines category. Consequently, extensive research, marketing mix and implementation were developed for Evaristo, to attract young adults to the red wine category.Velosa, JorgeSodagar, NinaRUNMartins, Joana Morbey Ferro Rodrigues2021-01-192021-01-042026-01-04T00:00:00Z2021-01-19T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/123613TID:202739651enginfo: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:RCAAP2024-03-11T05:04:57Zoai:run.unl.pt:10362/123613Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:45:06.932215Repositório 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 Sogrape: how to successfully launch a red wine brand in a category led by price and no other brands
title Sogrape: how to successfully launch a red wine brand in a category led by price and no other brands
spellingShingle Sogrape: how to successfully launch a red wine brand in a category led by price and no other brands
Martins, Joana Morbey Ferro Rodrigues
Sogrape
Marketing plan
Red wine
Alcoholic beverages
Evaristo
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
title_short Sogrape: how to successfully launch a red wine brand in a category led by price and no other brands
title_full Sogrape: how to successfully launch a red wine brand in a category led by price and no other brands
title_fullStr Sogrape: how to successfully launch a red wine brand in a category led by price and no other brands
title_full_unstemmed Sogrape: how to successfully launch a red wine brand in a category led by price and no other brands
title_sort Sogrape: how to successfully launch a red wine brand in a category led by price and no other brands
author Martins, Joana Morbey Ferro Rodrigues
author_facet Martins, Joana Morbey Ferro Rodrigues
author_role author
dc.contributor.none.fl_str_mv Velosa, Jorge
Sodagar, Nina
RUN
dc.contributor.author.fl_str_mv Martins, Joana Morbey Ferro Rodrigues
dc.subject.por.fl_str_mv Sogrape
Marketing plan
Red wine
Alcoholic beverages
Evaristo
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
topic Sogrape
Marketing plan
Red wine
Alcoholic beverages
Evaristo
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
description The Portuguese wine market is diverse and challenging with a wide array of wines offered. Moreover, the market is also highly price and promotion sensitive, creating a daunting mission for a brand to stand out. Sogrape’s challenge is to create a new red wine brand to target younger consumers, who feel disconnected from the wine category. This report analyzes how Evaristo can gain full market coverage and become established as a dominant player in the Lisbon red wines category. Consequently, extensive research, marketing mix and implementation were developed for Evaristo, to attract young adults to the red wine category.
publishDate 2021
dc.date.none.fl_str_mv 2021-01-19
2021-01-04
2021-01-19T00:00:00Z
2026-01-04T00:00:00Z
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/10362/123613
TID:202739651
url http://hdl.handle.net/10362/123613
identifier_str_mv TID:202739651
dc.language.iso.fl_str_mv eng
language eng
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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
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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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