Re-enchanting the dona Antónia sub-brand in Portugal: what can be adjusted in terms of narrative, packaging, and product line to attract younger clientele without losing current consumers

Detalhes bibliográficos
Autor(a) principal: Moreira, Mariana Dinis Gomes
Data de Publicação: 2022
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/157240
Resumo: Porto Ferreira’s sub-brand Dona Antónia has its roots in tradition and the experience of centuries old history. Considering the strategic goal of the brand to grow its market presence in the national market, given the overall specificities of the Port wine category, it faces a set of challenges namely visible among the younger cohort of consumers. Therefore, this Work Project focuses on adjusting the narrative, packaging, and product line of the Dona Antónia sub-brand, aiming to attract a younger audience without alienating its existing consumer base. The derived recommendations fall upon recruiting new consumers through product initiatives and rearrangements in terms of brand and product articulation.
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spelling Re-enchanting the dona Antónia sub-brand in Portugal: what can be adjusted in terms of narrative, packaging, and product line to attract younger clientele without losing current consumersPort wineProductStrategyBrandingInnovationCollaborationsDomínio/Área Científica::Ciências Sociais::Economia e GestãoPorto Ferreira’s sub-brand Dona Antónia has its roots in tradition and the experience of centuries old history. Considering the strategic goal of the brand to grow its market presence in the national market, given the overall specificities of the Port wine category, it faces a set of challenges namely visible among the younger cohort of consumers. Therefore, this Work Project focuses on adjusting the narrative, packaging, and product line of the Dona Antónia sub-brand, aiming to attract a younger audience without alienating its existing consumer base. The derived recommendations fall upon recruiting new consumers through product initiatives and rearrangements in terms of brand and product articulation.Silveira, Catherine daMaman, Anne-FloreRUNMoreira, Mariana Dinis Gomes2023-01-172022-12-162026-12-16T00:00:00Z2023-01-17T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/157240TID:203313496enginfo: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:RCAAP2024-03-11T05:39:33Zoai:run.unl.pt:10362/157240Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:56:38.090006Repositório 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 Re-enchanting the dona Antónia sub-brand in Portugal: what can be adjusted in terms of narrative, packaging, and product line to attract younger clientele without losing current consumers
title Re-enchanting the dona Antónia sub-brand in Portugal: what can be adjusted in terms of narrative, packaging, and product line to attract younger clientele without losing current consumers
spellingShingle Re-enchanting the dona Antónia sub-brand in Portugal: what can be adjusted in terms of narrative, packaging, and product line to attract younger clientele without losing current consumers
Moreira, Mariana Dinis Gomes
Port wine
Product
Strategy
Branding
Innovation
Collaborations
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
title_short Re-enchanting the dona Antónia sub-brand in Portugal: what can be adjusted in terms of narrative, packaging, and product line to attract younger clientele without losing current consumers
title_full Re-enchanting the dona Antónia sub-brand in Portugal: what can be adjusted in terms of narrative, packaging, and product line to attract younger clientele without losing current consumers
title_fullStr Re-enchanting the dona Antónia sub-brand in Portugal: what can be adjusted in terms of narrative, packaging, and product line to attract younger clientele without losing current consumers
title_full_unstemmed Re-enchanting the dona Antónia sub-brand in Portugal: what can be adjusted in terms of narrative, packaging, and product line to attract younger clientele without losing current consumers
title_sort Re-enchanting the dona Antónia sub-brand in Portugal: what can be adjusted in terms of narrative, packaging, and product line to attract younger clientele without losing current consumers
author Moreira, Mariana Dinis Gomes
author_facet Moreira, Mariana Dinis Gomes
author_role author
dc.contributor.none.fl_str_mv Silveira, Catherine da
Maman, Anne-Flore
RUN
dc.contributor.author.fl_str_mv Moreira, Mariana Dinis Gomes
dc.subject.por.fl_str_mv Port wine
Product
Strategy
Branding
Innovation
Collaborations
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
topic Port wine
Product
Strategy
Branding
Innovation
Collaborations
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
description Porto Ferreira’s sub-brand Dona Antónia has its roots in tradition and the experience of centuries old history. Considering the strategic goal of the brand to grow its market presence in the national market, given the overall specificities of the Port wine category, it faces a set of challenges namely visible among the younger cohort of consumers. Therefore, this Work Project focuses on adjusting the narrative, packaging, and product line of the Dona Antónia sub-brand, aiming to attract a younger audience without alienating its existing consumer base. The derived recommendations fall upon recruiting new consumers through product initiatives and rearrangements in terms of brand and product articulation.
publishDate 2022
dc.date.none.fl_str_mv 2022-12-16
2023-01-17
2023-01-17T00:00:00Z
2026-12-16T00:00:00Z
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/10362/157240
TID:203313496
url http://hdl.handle.net/10362/157240
identifier_str_mv TID:203313496
dc.language.iso.fl_str_mv eng
language eng
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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
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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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