Targeting and repositioning the lancers brand in the Portuguese rosé wine market
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/10362/130981 |
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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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 |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/embargoedAccess |
eu_rights_str_mv |
embargoedAccess |
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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1799138072489623552 |