Empowering NAU´s product diversification : an analysis about the introduction of a new bottle size of NAU

• Autor(a) principal: Ferreira, Ana Rita Matos Alves
• Data de Publicação: 2016
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.14/20668
• topic: Domínio/Área Científica::Ciências Sociais::Economia e Gestão

This dissertation aims to understand to what extent the introduction of a smaller bottle´s size of NAU beer, with 33cl of capacity, would influence the final consumers’ decision-making process and the decision of being a distribution channel of the product; and its impact on company´s success. The introduction of a new product´s version is an important innovation tool. It emphasises that in order to get a new product into the market, it may be only necessary to make the essential changes so that consumer´s needs are continuously met. The launch of a smaller bottle´s capacity seems to be able to improve the NAU´s beer position on the Portuguese craft beer market and strengthen the company´s success. In this case, the introduction of a NAU´s new product size version is used as a strategic measure. In fact, it will promote the product and maximize the creation of brand awareness, which is expected to increase the sales of the original bottle size of NAU. The interconnection of both NAU´s versions over the time, the willingness to pay curve and the distribution channels choice, were computed for both bottle´s sizes through the online survey results. The main conclusions are complemented by a detailed analysis made by interviews, with the current distribution channels of the brand.