Find the best strategy for Vichy to attract younger consumers

Detalhes bibliográficos
Autor(a) principal: Carnall, Marta De Lucena Vieira Marques
Data de Publicação: 2020
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/115536
Resumo: To reconquer market leadership, Vichy considers it crucial to develop their relationship with the younger generation (< 35 years old). Therefore, this project aims to find the best strategy for the brand to attract them. From a multi-perspective approach, it was possible to analyze the current marketing strategy of the brand and younger consumers’ behaviors when shopping for cosmetics. The insights collected showed low brand awareness towards the brand, and that pharmacists do not recommend Vichy when consumers ask for advice. Hence, recommendations to improve the relationship with pharmacies and increase awareness from young consumers were given.
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spelling Find the best strategy for Vichy to attract younger consumersVichyBrand managementMarket segmentationCommunication strategyDomínio/Área Científica::Ciências Sociais::Economia e GestãoTo reconquer market leadership, Vichy considers it crucial to develop their relationship with the younger generation (< 35 years old). Therefore, this project aims to find the best strategy for the brand to attract them. From a multi-perspective approach, it was possible to analyze the current marketing strategy of the brand and younger consumers’ behaviors when shopping for cosmetics. The insights collected showed low brand awareness towards the brand, and that pharmacists do not recommend Vichy when consumers ask for advice. Hence, recommendations to improve the relationship with pharmacies and increase awareness from young consumers were given.Silveira, Catherine daKemna, LenaRUNCarnall, Marta De Lucena Vieira Marques2024-01-03T01:30:53Z2020-01-172020-01-032020-01-17T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/115536TID:202496082enginfo: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:RCAAP2024-03-11T04:58:04Zoai:run.unl.pt:10362/115536Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:42:46.386191Repositório 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 Find the best strategy for Vichy to attract younger consumers
title Find the best strategy for Vichy to attract younger consumers
spellingShingle Find the best strategy for Vichy to attract younger consumers
Carnall, Marta De Lucena Vieira Marques
Vichy
Brand management
Market segmentation
Communication strategy
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
title_short Find the best strategy for Vichy to attract younger consumers
title_full Find the best strategy for Vichy to attract younger consumers
title_fullStr Find the best strategy for Vichy to attract younger consumers
title_full_unstemmed Find the best strategy for Vichy to attract younger consumers
title_sort Find the best strategy for Vichy to attract younger consumers
author Carnall, Marta De Lucena Vieira Marques
author_facet Carnall, Marta De Lucena Vieira Marques
author_role author
dc.contributor.none.fl_str_mv Silveira, Catherine da
Kemna, Lena
RUN
dc.contributor.author.fl_str_mv Carnall, Marta De Lucena Vieira Marques
dc.subject.por.fl_str_mv Vichy
Brand management
Market segmentation
Communication strategy
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
topic Vichy
Brand management
Market segmentation
Communication strategy
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
description To reconquer market leadership, Vichy considers it crucial to develop their relationship with the younger generation (< 35 years old). Therefore, this project aims to find the best strategy for the brand to attract them. From a multi-perspective approach, it was possible to analyze the current marketing strategy of the brand and younger consumers’ behaviors when shopping for cosmetics. The insights collected showed low brand awareness towards the brand, and that pharmacists do not recommend Vichy when consumers ask for advice. Hence, recommendations to improve the relationship with pharmacies and increase awareness from young consumers were given.
publishDate 2020
dc.date.none.fl_str_mv 2020-01-17
2020-01-03
2020-01-17T00:00:00Z
2024-01-03T01:30:53Z
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/10362/115536
TID:202496082
url http://hdl.handle.net/10362/115536
identifier_str_mv TID:202496082
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
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
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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
repository.mail.fl_str_mv
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