Port Wine : a fashionable cocktail drink? : a cluster's marketing and branding approach
Autor(a) principal: | |
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Data de Publicação: | 2015 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.14/19969 |
Resumo: | Founded in 1933, the Douro and Port Wines Institute (Instituto de Vinhos do Douro e Porto – IVDP), is the most relevant governmental institution on what concerns the Port wine industry regulation, control and promotion. Worldwide recognized and awarded by its quality, Port wine is a fortified wine that can only be produced in the Douro Demarcated Region, the oldest in the world. With such a distinguished competitive advantage, the Port wine cluster has underperformed in the recent past, by failing to change the people’s perception of Port as a “boring old-man’s drink”, only to be drank at special occasions. At the same time, the alcoholic beverages industry, has been seeing some innovations that Port wine’s competitors have been taking advantage of. Drinks like Gin, Licor Beirão, Caipirinha or Martini, have been leading the way in marketing strategies innovation, and by doing so, have achieved a competitive advantage over Port wine. In this case is studied how IVDP can use its governmental institution powers, in the Port wine cluster, to bring Port back into fashion. It will be done by analyzing the alcoholic beverages industry trends, Port’s competitors and how the cluster functionalities can be used in order to face the upcoming challenges, and to take advantage of the market opportunities. |
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Port Wine : a fashionable cocktail drink? : a cluster's marketing and branding approachPort wineAlcoholic beverages industryCluster marketingIVDPVinho do PortoIndústria das bebidas alcoólicasMarketing em clustersDomínio/Área Científica::Ciências Sociais::Economia e GestãoFounded in 1933, the Douro and Port Wines Institute (Instituto de Vinhos do Douro e Porto – IVDP), is the most relevant governmental institution on what concerns the Port wine industry regulation, control and promotion. Worldwide recognized and awarded by its quality, Port wine is a fortified wine that can only be produced in the Douro Demarcated Region, the oldest in the world. With such a distinguished competitive advantage, the Port wine cluster has underperformed in the recent past, by failing to change the people’s perception of Port as a “boring old-man’s drink”, only to be drank at special occasions. At the same time, the alcoholic beverages industry, has been seeing some innovations that Port wine’s competitors have been taking advantage of. Drinks like Gin, Licor Beirão, Caipirinha or Martini, have been leading the way in marketing strategies innovation, and by doing so, have achieved a competitive advantage over Port wine. In this case is studied how IVDP can use its governmental institution powers, in the Port wine cluster, to bring Port back into fashion. It will be done by analyzing the alcoholic beverages industry trends, Port’s competitors and how the cluster functionalities can be used in order to face the upcoming challenges, and to take advantage of the market opportunities.Pires, João Paulo SimãoVeritati - Repositório Institucional da Universidade Católica PortuguesaMariz, Pedro Maria Gorjão Machado de Melo2016-04-26T08:34:34Z2015-11-0420152015-11-04T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/19969TID:201171813enginfo: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:RCAAP2023-07-12T17:25:42Zoai:repositorio.ucp.pt:10400.14/19969Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:16:29.890006Repositório 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 |
Port Wine : a fashionable cocktail drink? : a cluster's marketing and branding approach |
title |
Port Wine : a fashionable cocktail drink? : a cluster's marketing and branding approach |
spellingShingle |
Port Wine : a fashionable cocktail drink? : a cluster's marketing and branding approach Mariz, Pedro Maria Gorjão Machado de Melo Port wine Alcoholic beverages industry Cluster marketing IVDP Vinho do Porto Indústria das bebidas alcoólicas Marketing em clusters Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
Port Wine : a fashionable cocktail drink? : a cluster's marketing and branding approach |
title_full |
Port Wine : a fashionable cocktail drink? : a cluster's marketing and branding approach |
title_fullStr |
Port Wine : a fashionable cocktail drink? : a cluster's marketing and branding approach |
title_full_unstemmed |
Port Wine : a fashionable cocktail drink? : a cluster's marketing and branding approach |
title_sort |
Port Wine : a fashionable cocktail drink? : a cluster's marketing and branding approach |
author |
Mariz, Pedro Maria Gorjão Machado de Melo |
author_facet |
Mariz, Pedro Maria Gorjão Machado de Melo |
author_role |
author |
dc.contributor.none.fl_str_mv |
Pires, João Paulo Simão Veritati - Repositório Institucional da Universidade Católica Portuguesa |
dc.contributor.author.fl_str_mv |
Mariz, Pedro Maria Gorjão Machado de Melo |
dc.subject.por.fl_str_mv |
Port wine Alcoholic beverages industry Cluster marketing IVDP Vinho do Porto Indústria das bebidas alcoólicas Marketing em clusters Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Port wine Alcoholic beverages industry Cluster marketing IVDP Vinho do Porto Indústria das bebidas alcoólicas Marketing em clusters Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
Founded in 1933, the Douro and Port Wines Institute (Instituto de Vinhos do Douro e Porto – IVDP), is the most relevant governmental institution on what concerns the Port wine industry regulation, control and promotion. Worldwide recognized and awarded by its quality, Port wine is a fortified wine that can only be produced in the Douro Demarcated Region, the oldest in the world. With such a distinguished competitive advantage, the Port wine cluster has underperformed in the recent past, by failing to change the people’s perception of Port as a “boring old-man’s drink”, only to be drank at special occasions. At the same time, the alcoholic beverages industry, has been seeing some innovations that Port wine’s competitors have been taking advantage of. Drinks like Gin, Licor Beirão, Caipirinha or Martini, have been leading the way in marketing strategies innovation, and by doing so, have achieved a competitive advantage over Port wine. In this case is studied how IVDP can use its governmental institution powers, in the Port wine cluster, to bring Port back into fashion. It will be done by analyzing the alcoholic beverages industry trends, Port’s competitors and how the cluster functionalities can be used in order to face the upcoming challenges, and to take advantage of the market opportunities. |
publishDate |
2015 |
dc.date.none.fl_str_mv |
2015-11-04 2015 2015-11-04T00:00:00Z 2016-04-26T08:34:34Z |
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/10400.14/19969 TID:201171813 |
url |
http://hdl.handle.net/10400.14/19969 |
identifier_str_mv |
TID:201171813 |
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 |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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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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1799131848176041984 |