How to grow the Offley Port Wine brand in Belgium leveraging its legacy: developing the product strategy for Offley in Belgium

Detalhes bibliográficos
Autor(a) principal: Pinheiro, Pedro
Data de Publicação: 2023
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/161200
Resumo: In the fiercely competitive Belgian alcoholic beverages market, the Port wine brand Offley strives to maintain its prominence. As part of the strategic marketing solution to grow Offley in Belgium leveraging its legacy, a new STP, brand identity, and marketing mix position the brand in the spirits/apero drinking moment. Lastly, this report develops Offley’s product strategy through the engagement of outside entities who are deemed a good fit with the brand, to catalyse the perception of Offley’s augmented product, in an attempt to engage potential consumers with emotional prompts with which they can relate to, and where Offley would fit
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spelling How to grow the Offley Port Wine brand in Belgium leveraging its legacy: developing the product strategy for Offley in BelgiumOffley BelgiumPort wineMarketing mixProductStrategyAugmented productDomínio/Área Científica::Ciências Sociais::Economia e GestãoIn the fiercely competitive Belgian alcoholic beverages market, the Port wine brand Offley strives to maintain its prominence. As part of the strategic marketing solution to grow Offley in Belgium leveraging its legacy, a new STP, brand identity, and marketing mix position the brand in the spirits/apero drinking moment. Lastly, this report develops Offley’s product strategy through the engagement of outside entities who are deemed a good fit with the brand, to catalyse the perception of Offley’s augmented product, in an attempt to engage potential consumers with emotional prompts with which they can relate to, and where Offley would fitVelosa, JorgeRUNPinheiro, Pedro2023-12-13T14:21:08Z2023-01-232023-01-232023-01-23T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/161200TID:203315952enginfo: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:RCAAP2024-03-11T05:44:03Zoai:run.unl.pt:10362/161200Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:58:25.552030Repositório 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 How to grow the Offley Port Wine brand in Belgium leveraging its legacy: developing the product strategy for Offley in Belgium
title How to grow the Offley Port Wine brand in Belgium leveraging its legacy: developing the product strategy for Offley in Belgium
spellingShingle How to grow the Offley Port Wine brand in Belgium leveraging its legacy: developing the product strategy for Offley in Belgium
Pinheiro, Pedro
Offley Belgium
Port wine
Marketing mix
Product
Strategy
Augmented product
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
title_short How to grow the Offley Port Wine brand in Belgium leveraging its legacy: developing the product strategy for Offley in Belgium
title_full How to grow the Offley Port Wine brand in Belgium leveraging its legacy: developing the product strategy for Offley in Belgium
title_fullStr How to grow the Offley Port Wine brand in Belgium leveraging its legacy: developing the product strategy for Offley in Belgium
title_full_unstemmed How to grow the Offley Port Wine brand in Belgium leveraging its legacy: developing the product strategy for Offley in Belgium
title_sort How to grow the Offley Port Wine brand in Belgium leveraging its legacy: developing the product strategy for Offley in Belgium
author Pinheiro, Pedro
author_facet Pinheiro, Pedro
author_role author
dc.contributor.none.fl_str_mv Velosa, Jorge
RUN
dc.contributor.author.fl_str_mv Pinheiro, Pedro
dc.subject.por.fl_str_mv Offley Belgium
Port wine
Marketing mix
Product
Strategy
Augmented product
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
topic Offley Belgium
Port wine
Marketing mix
Product
Strategy
Augmented product
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
description In the fiercely competitive Belgian alcoholic beverages market, the Port wine brand Offley strives to maintain its prominence. As part of the strategic marketing solution to grow Offley in Belgium leveraging its legacy, a new STP, brand identity, and marketing mix position the brand in the spirits/apero drinking moment. Lastly, this report develops Offley’s product strategy through the engagement of outside entities who are deemed a good fit with the brand, to catalyse the perception of Offley’s augmented product, in an attempt to engage potential consumers with emotional prompts with which they can relate to, and where Offley would fit
publishDate 2023
dc.date.none.fl_str_mv 2023-12-13T14:21:08Z
2023-01-23
2023-01-23
2023-01-23T00:00:00Z
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/10362/161200
TID:203315952
url http://hdl.handle.net/10362/161200
identifier_str_mv TID:203315952
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
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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
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