Find the best strategy for Vichy to attract younger consumers
Autor(a) principal: | |
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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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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 |
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 |
repository.mail.fl_str_mv |
|
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1799138038996008960 |