Targeting and repositioning the lancers brand in the Portuguese rosé wine market

Detalhes bibliográficos
Autor(a) principal: Rodrigues, Inês Simões Ribeiro
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/10362/130981
Resumo: José Maria da Fonseca, a recognized Portuguese winemaker, is growing in the domestic market. However, one of its eldest brands, Lancers(a brand of mainly rosé), has been struggling despite several repositioning at tempts. The developing rosé wine market led to the conduction of a market research to examine the behavior of Portuguese consumers and assess the most adequate target market and positioning for Lancers. The results show that Lancers’ ideal target audience are mature wine drinkers, and it should be positioned as a top-quality brand offering a great social and gastronomical experience, as opposed to the firm’s current marketing strategy.
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spelling Targeting and repositioning the lancers brand in the Portuguese rosé wine marketMarketing strategyPositioningRosé wineMarket researchDomínio/Área Científica::Ciências Sociais::Economia e GestãoJosé Maria da Fonseca, a recognized Portuguese winemaker, is growing in the domestic market. However, one of its eldest brands, Lancers(a brand of mainly rosé), has been struggling despite several repositioning at tempts. The developing rosé wine market led to the conduction of a market research to examine the behavior of Portuguese consumers and assess the most adequate target market and positioning for Lancers. The results show that Lancers’ ideal target audience are mature wine drinkers, and it should be positioned as a top-quality brand offering a great social and gastronomical experience, as opposed to the firm’s current marketing strategy.Lages, CarmenRUNRodrigues, Inês Simões Ribeiro2021-06-172021-05-212024-05-21T00:00:00Z2021-06-17T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/130981TID:202770591enginfo: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:RCAAP2024-03-11T05:09:31Zoai:run.unl.pt:10362/130981Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:46:55.970147Repositório 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 Targeting and repositioning the lancers brand in the Portuguese rosé wine market
title Targeting and repositioning the lancers brand in the Portuguese rosé wine market
spellingShingle Targeting and repositioning the lancers brand in the Portuguese rosé wine market
Rodrigues, Inês Simões Ribeiro
Marketing strategy
Positioning
Rosé wine
Market research
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
title_short Targeting and repositioning the lancers brand in the Portuguese rosé wine market
title_full Targeting and repositioning the lancers brand in the Portuguese rosé wine market
title_fullStr Targeting and repositioning the lancers brand in the Portuguese rosé wine market
title_full_unstemmed Targeting and repositioning the lancers brand in the Portuguese rosé wine market
title_sort Targeting and repositioning the lancers brand in the Portuguese rosé wine market
author Rodrigues, Inês Simões Ribeiro
author_facet Rodrigues, Inês Simões Ribeiro
author_role author
dc.contributor.none.fl_str_mv Lages, Carmen
RUN
dc.contributor.author.fl_str_mv Rodrigues, Inês Simões Ribeiro
dc.subject.por.fl_str_mv Marketing strategy
Positioning
Rosé wine
Market research
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
topic Marketing strategy
Positioning
Rosé wine
Market research
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
description José Maria da Fonseca, a recognized Portuguese winemaker, is growing in the domestic market. However, one of its eldest brands, Lancers(a brand of mainly rosé), has been struggling despite several repositioning at tempts. The developing rosé wine market led to the conduction of a market research to examine the behavior of Portuguese consumers and assess the most adequate target market and positioning for Lancers. The results show that Lancers’ ideal target audience are mature wine drinkers, and it should be positioned as a top-quality brand offering a great social and gastronomical experience, as opposed to the firm’s current marketing strategy.
publishDate 2021
dc.date.none.fl_str_mv 2021-06-17
2021-05-21
2021-06-17T00:00:00Z
2024-05-21T00:00:00Z
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/10362/130981
TID:202770591
url http://hdl.handle.net/10362/130981
identifier_str_mv TID:202770591
dc.language.iso.fl_str_mv eng
language eng
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eu_rights_str_mv embargoedAccess
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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
instacron_str RCAAP
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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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