Stream IMC - how to leverage sogrape´s wine business in the Uk: product and pricing strategy

Detalhes bibliográficos
Autor(a) principal: Igreja, Duarte Francisco Caria da
Data de Publicação: 2021
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/140030
Resumo: The aim of this assignment is defining and explaining this project’s product and price strategy, whilst clarifying the theory behind decisions. The wines should undergo label imagery changes, creating a connection to Douro and the figure of “Ferreirinha”. Pricewise, the approach chosen was value-based pricing, with a strategy of neutral pricing. A margin breakdown from Sogrape to the final consumer is reached and prices for Vinha Grande Red and Callabriga are proposed to increase.
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spelling Stream IMC - how to leverage sogrape´s wine business in the Uk: product and pricing strategyMarketingIntegrated marketing communicationsB2c marketingDomínio/Área Científica::Ciências Sociais::Economia e GestãoThe aim of this assignment is defining and explaining this project’s product and price strategy, whilst clarifying the theory behind decisions. The wines should undergo label imagery changes, creating a connection to Douro and the figure of “Ferreirinha”. Pricewise, the approach chosen was value-based pricing, with a strategy of neutral pricing. A margin breakdown from Sogrape to the final consumer is reached and prices for Vinha Grande Red and Callabriga are proposed to increase.Velosa, JorgeSodagar, NinaRUNIgreja, Duarte Francisco Caria da2022-01-252021-12-152027-12-15T00:00:00Z2022-01-25T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/140030TID:202972232enginfo: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:RCAAP2024-03-11T05:17:09Zoai:run.unl.pt:10362/140030Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:49:33.562835Repositório 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 Stream IMC - how to leverage sogrape´s wine business in the Uk: product and pricing strategy
title Stream IMC - how to leverage sogrape´s wine business in the Uk: product and pricing strategy
spellingShingle Stream IMC - how to leverage sogrape´s wine business in the Uk: product and pricing strategy
Igreja, Duarte Francisco Caria da
Marketing
Integrated marketing communications
B2c marketing
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
title_short Stream IMC - how to leverage sogrape´s wine business in the Uk: product and pricing strategy
title_full Stream IMC - how to leverage sogrape´s wine business in the Uk: product and pricing strategy
title_fullStr Stream IMC - how to leverage sogrape´s wine business in the Uk: product and pricing strategy
title_full_unstemmed Stream IMC - how to leverage sogrape´s wine business in the Uk: product and pricing strategy
title_sort Stream IMC - how to leverage sogrape´s wine business in the Uk: product and pricing strategy
author Igreja, Duarte Francisco Caria da
author_facet Igreja, Duarte Francisco Caria da
author_role author
dc.contributor.none.fl_str_mv Velosa, Jorge
Sodagar, Nina
RUN
dc.contributor.author.fl_str_mv Igreja, Duarte Francisco Caria da
dc.subject.por.fl_str_mv Marketing
Integrated marketing communications
B2c marketing
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
topic Marketing
Integrated marketing communications
B2c marketing
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
description The aim of this assignment is defining and explaining this project’s product and price strategy, whilst clarifying the theory behind decisions. The wines should undergo label imagery changes, creating a connection to Douro and the figure of “Ferreirinha”. Pricewise, the approach chosen was value-based pricing, with a strategy of neutral pricing. A margin breakdown from Sogrape to the final consumer is reached and prices for Vinha Grande Red and Callabriga are proposed to increase.
publishDate 2021
dc.date.none.fl_str_mv 2021-12-15
2022-01-25
2022-01-25T00:00:00Z
2027-12-15T00:00:00Z
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/10362/140030
TID:202972232
url http://hdl.handle.net/10362/140030
identifier_str_mv TID:202972232
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/embargoedAccess
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
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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