Re-enchanting the dona Antónia sub-brand in Portugal: which communication strategy should be implemented by dona Antónia to attract Millennials & gen z

Detalhes bibliográficos
Autor(a) principal: Manso, Maria Margarida Dias
Data de Publicação: 2022
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/157239
Resumo: Dona Antónia is a Port wine sub-brand that is endorsed by Porto Ferreira. This sub-brand aims to grow in the Portuguese market and attract new generations without alienating its existing clientele. Nonetheless, the cohort of Portuguese Millennials and Gen Z consumers perceive Port wine as something reserved for special occasions and tend to associate Dona Antónia with more traditional and conservative characteristics. Therefore, the objective of this Work Project is to specify which communication strategy Dona Antónia should use to appeal to Portuguese Millennials and Gen Z in order to ensure Dona Antónia's economic sustainability. The recommendations that follow are focused on attracting new consumers through traditional and digital advertising, events, and collaborations as well as by using online tools to clarify the brand articulation.
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spelling Re-enchanting the dona Antónia sub-brand in Portugal: which communication strategy should be implemented by dona Antónia to attract Millennials & gen zBrand managementPort wineBrand communicationEventsAdvertisingMillennialsGen zBrandingMarketingConsumptionDomínio/Área Científica::Ciências Sociais::Economia e GestãoDona Antónia is a Port wine sub-brand that is endorsed by Porto Ferreira. This sub-brand aims to grow in the Portuguese market and attract new generations without alienating its existing clientele. Nonetheless, the cohort of Portuguese Millennials and Gen Z consumers perceive Port wine as something reserved for special occasions and tend to associate Dona Antónia with more traditional and conservative characteristics. Therefore, the objective of this Work Project is to specify which communication strategy Dona Antónia should use to appeal to Portuguese Millennials and Gen Z in order to ensure Dona Antónia's economic sustainability. The recommendations that follow are focused on attracting new consumers through traditional and digital advertising, events, and collaborations as well as by using online tools to clarify the brand articulation.Silveira, Catherine daMaman, Anne-FloreRUNManso, Maria Margarida Dias2023-01-172022-12-162026-12-16T00:00:00Z2023-01-17T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/157239TID:203313518enginfo: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:RCAAP2024-03-11T05:39:33Zoai:run.unl.pt:10362/157239Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:56:38.044622Repositório 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 Re-enchanting the dona Antónia sub-brand in Portugal: which communication strategy should be implemented by dona Antónia to attract Millennials & gen z
title Re-enchanting the dona Antónia sub-brand in Portugal: which communication strategy should be implemented by dona Antónia to attract Millennials & gen z
spellingShingle Re-enchanting the dona Antónia sub-brand in Portugal: which communication strategy should be implemented by dona Antónia to attract Millennials & gen z
Manso, Maria Margarida Dias
Brand management
Port wine
Brand communication
Events
Advertising
Millennials
Gen z
Branding
Marketing
Consumption
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
title_short Re-enchanting the dona Antónia sub-brand in Portugal: which communication strategy should be implemented by dona Antónia to attract Millennials & gen z
title_full Re-enchanting the dona Antónia sub-brand in Portugal: which communication strategy should be implemented by dona Antónia to attract Millennials & gen z
title_fullStr Re-enchanting the dona Antónia sub-brand in Portugal: which communication strategy should be implemented by dona Antónia to attract Millennials & gen z
title_full_unstemmed Re-enchanting the dona Antónia sub-brand in Portugal: which communication strategy should be implemented by dona Antónia to attract Millennials & gen z
title_sort Re-enchanting the dona Antónia sub-brand in Portugal: which communication strategy should be implemented by dona Antónia to attract Millennials & gen z
author Manso, Maria Margarida Dias
author_facet Manso, Maria Margarida Dias
author_role author
dc.contributor.none.fl_str_mv Silveira, Catherine da
Maman, Anne-Flore
RUN
dc.contributor.author.fl_str_mv Manso, Maria Margarida Dias
dc.subject.por.fl_str_mv Brand management
Port wine
Brand communication
Events
Advertising
Millennials
Gen z
Branding
Marketing
Consumption
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
topic Brand management
Port wine
Brand communication
Events
Advertising
Millennials
Gen z
Branding
Marketing
Consumption
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
description Dona Antónia is a Port wine sub-brand that is endorsed by Porto Ferreira. This sub-brand aims to grow in the Portuguese market and attract new generations without alienating its existing clientele. Nonetheless, the cohort of Portuguese Millennials and Gen Z consumers perceive Port wine as something reserved for special occasions and tend to associate Dona Antónia with more traditional and conservative characteristics. Therefore, the objective of this Work Project is to specify which communication strategy Dona Antónia should use to appeal to Portuguese Millennials and Gen Z in order to ensure Dona Antónia's economic sustainability. The recommendations that follow are focused on attracting new consumers through traditional and digital advertising, events, and collaborations as well as by using online tools to clarify the brand articulation.
publishDate 2022
dc.date.none.fl_str_mv 2022-12-16
2023-01-17
2023-01-17T00:00:00Z
2026-12-16T00:00:00Z
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/10362/157239
TID:203313518
url http://hdl.handle.net/10362/157239
identifier_str_mv TID:203313518
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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