How to grow the Offley Port Wine brand in Belgium leveraging its legacy: developing the product strategy for Offley in Belgium
Autor(a) principal: | |
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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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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 |
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 |
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1799138165169061888 |