How can L´Oréal relaunch Fructis as a disruptive brand for Millennials in Portugal: how are natural brands digitally communicating their definition of natural?: global analysis and key takeaways for the relaunch of Fructis

Detalhes bibliográficos
Autor(a) principal: Pinheiro, Maria Margarida Prudêncio Viseu
Data de Publicação: 2017
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/22390
Resumo: This work project aims at advising on how the renewed, more natural, positioning of Fructis can be communicated in Portugal, through the analysis of the communication efforts of pioneer natural brands. It was found that it is much easier to communicate a concept of “natural” having kept one from scratch, whereas the communication of a renewed “natural” definition might increase the risk of consumers not perceiving an improvement in the positioning. The strategy that appears to be more suitable for Fructis in guaranteeing an understood shift in positioning is to distance itself from the current brand (via strategies found in the takeaway) such as its association to a “health and wellness” lifestyle
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spelling How can L´Oréal relaunch Fructis as a disruptive brand for Millennials in Portugal: how are natural brands digitally communicating their definition of natural?: global analysis and key takeaways for the relaunch of FructisDomínio/Área Científica::Ciências Sociais::Economia e GestãoThis work project aims at advising on how the renewed, more natural, positioning of Fructis can be communicated in Portugal, through the analysis of the communication efforts of pioneer natural brands. It was found that it is much easier to communicate a concept of “natural” having kept one from scratch, whereas the communication of a renewed “natural” definition might increase the risk of consumers not perceiving an improvement in the positioning. The strategy that appears to be more suitable for Fructis in guaranteeing an understood shift in positioning is to distance itself from the current brand (via strategies found in the takeaway) such as its association to a “health and wellness” lifestyleSilveira, Catherine daRUNPinheiro, Maria Margarida Prudêncio Viseu2020-08-30T00:30:28Z2017-01-202017-01-20T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/22390TID:201988453enginfo: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:RCAAP2024-03-11T04:09:51Zoai:run.unl.pt:10362/22390Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:27:16.059099Repositório 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 L´Oréal relaunch Fructis as a disruptive brand for Millennials in Portugal: how are natural brands digitally communicating their definition of natural?: global analysis and key takeaways for the relaunch of Fructis
title How can L´Oréal relaunch Fructis as a disruptive brand for Millennials in Portugal: how are natural brands digitally communicating their definition of natural?: global analysis and key takeaways for the relaunch of Fructis
spellingShingle How can L´Oréal relaunch Fructis as a disruptive brand for Millennials in Portugal: how are natural brands digitally communicating their definition of natural?: global analysis and key takeaways for the relaunch of Fructis
Pinheiro, Maria Margarida Prudêncio Viseu
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
title_short How can L´Oréal relaunch Fructis as a disruptive brand for Millennials in Portugal: how are natural brands digitally communicating their definition of natural?: global analysis and key takeaways for the relaunch of Fructis
title_full How can L´Oréal relaunch Fructis as a disruptive brand for Millennials in Portugal: how are natural brands digitally communicating their definition of natural?: global analysis and key takeaways for the relaunch of Fructis
title_fullStr How can L´Oréal relaunch Fructis as a disruptive brand for Millennials in Portugal: how are natural brands digitally communicating their definition of natural?: global analysis and key takeaways for the relaunch of Fructis
title_full_unstemmed How can L´Oréal relaunch Fructis as a disruptive brand for Millennials in Portugal: how are natural brands digitally communicating their definition of natural?: global analysis and key takeaways for the relaunch of Fructis
title_sort How can L´Oréal relaunch Fructis as a disruptive brand for Millennials in Portugal: how are natural brands digitally communicating their definition of natural?: global analysis and key takeaways for the relaunch of Fructis
author Pinheiro, Maria Margarida Prudêncio Viseu
author_facet Pinheiro, Maria Margarida Prudêncio Viseu
author_role author
dc.contributor.none.fl_str_mv Silveira, Catherine da
RUN
dc.contributor.author.fl_str_mv Pinheiro, Maria Margarida Prudêncio Viseu
dc.subject.por.fl_str_mv Domínio/Área Científica::Ciências Sociais::Economia e Gestão
topic Domínio/Área Científica::Ciências Sociais::Economia e Gestão
description This work project aims at advising on how the renewed, more natural, positioning of Fructis can be communicated in Portugal, through the analysis of the communication efforts of pioneer natural brands. It was found that it is much easier to communicate a concept of “natural” having kept one from scratch, whereas the communication of a renewed “natural” definition might increase the risk of consumers not perceiving an improvement in the positioning. The strategy that appears to be more suitable for Fructis in guaranteeing an understood shift in positioning is to distance itself from the current brand (via strategies found in the takeaway) such as its association to a “health and wellness” lifestyle
publishDate 2017
dc.date.none.fl_str_mv 2017-01-20
2017-01-20T00:00:00Z
2020-08-30T00:30:28Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
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dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/22390
TID:201988453
url http://hdl.handle.net/10362/22390
identifier_str_mv TID:201988453
dc.language.iso.fl_str_mv eng
language eng
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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
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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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