Cases on marketing strategies : Sagres Bohemia : from spotlight to a mere extension
Autor(a) principal: | |
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Data de Publicação: | 2012 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.14/11878 |
Resumo: | The following dissertation accesses a common practice in the market, the parent brands’ use of extensions. This work studies the relation between a parent brand, Sagres, and a line extension based on the case of Sagres Bohemia, a premium beer introduced in the Portuguese market in 2005. This case is worth of studying because it stresses not only this relationship but also how it can evolve. It also displays how a product that had such good acceptance in its introduction weakened so much few years after. More recently, Sagres developed a strategy towards brand standardization, which is affecting all the extensions under this brand, and this point is also interesting of study. The information provided in the case study, together with a survey ran to confirm consumers’ perceptions about extension and parent brand, will support the key research questions of this dissertation. From this analysis it was deduced that Bohemia’s decline coincides with the decrease in both its communication and product development. The survey shows that parent brand association was not one of the characteristics consumers value the most in Bohemia and there are many consumers that do not associate Bohemia to Sagres. With Sagres’ new strategy, explained further in this dissertation, it will be more difficult to enhance the extension’s differentiation. Nevertheless, parent brand should be of major concern for the company and extensions should adapt to it. |
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Cases on marketing strategies : Sagres Bohemia : from spotlight to a mere extensionDomínio/Área Científica::Ciências Sociais::Economia e GestãoThe following dissertation accesses a common practice in the market, the parent brands’ use of extensions. This work studies the relation between a parent brand, Sagres, and a line extension based on the case of Sagres Bohemia, a premium beer introduced in the Portuguese market in 2005. This case is worth of studying because it stresses not only this relationship but also how it can evolve. It also displays how a product that had such good acceptance in its introduction weakened so much few years after. More recently, Sagres developed a strategy towards brand standardization, which is affecting all the extensions under this brand, and this point is also interesting of study. The information provided in the case study, together with a survey ran to confirm consumers’ perceptions about extension and parent brand, will support the key research questions of this dissertation. From this analysis it was deduced that Bohemia’s decline coincides with the decrease in both its communication and product development. The survey shows that parent brand association was not one of the characteristics consumers value the most in Bohemia and there are many consumers that do not associate Bohemia to Sagres. With Sagres’ new strategy, explained further in this dissertation, it will be more difficult to enhance the extension’s differentiation. Nevertheless, parent brand should be of major concern for the company and extensions should adapt to it.Esta dissertação aborda uma prática comum no mercado, o uso de extensões por parte de uma “marca mãe”. Este trabalho estuda esta relação entre “marca mãe”, Sagres, e extensão de marca baseado no caso da Sagres Bohemia, uma cerveja premium introduzida no mercado português em 2005. A relevância deste estudo reside no facto de tratar não só a relação mencionada, mas também a forma como esta pode evoluir. É também interessante o facto de como um produto que teve uma boa adesão aquando da sua introdução, veio a enfraquecer significativamente poucos anos mais tarde. Recentemente, a Sagres desenvolveu uma estratégia direcionada para uma uniformização da marca, que afecta todas as extensões, tornando este caso ainda mais interessante. A informação disponibilizada no caso de estudo, juntamente com um inquérito realizado de modo a confirmar as percepções dos consumidores relativamente à “marca mãe” e à respectiva extensão, serão a base para responder às questões centrais abordadas nesta dissertação. Da análise efectuada foi possível concluir que a redução no consumo de Bohemia coincide com o decréscimo tanto na sua comunicação como no desenvolvimento do produto. De acordo com o inquérito, associação à “marca mãe” não é uma das características que os consumidores mais valorizam nesta cerveja, sendo que muitos destes consumidores não associam a Bohemia à marca Sagres, fazendo com que a estratégia recentemente adoptada torne mais difícil a diferenciação deste produto. No entanto, a “marca mãe” deverá ser a maior preocupação da empresa e as extensões deverão adaptar-‐se à mesma.Celeste, PedroVeritati - Repositório Institucional da Universidade Católica PortuguesaHenriques, António Maria Galiano Casaca Leitão2013-07-05T13:13:17Z2012-06-0120122012-06-01T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/11878enginfo: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:RCAAP2023-08-15T01:39:14Zoai:repositorio.ucp.pt:10400.14/11878Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:09:37.731340Repositório 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 |
Cases on marketing strategies : Sagres Bohemia : from spotlight to a mere extension |
title |
Cases on marketing strategies : Sagres Bohemia : from spotlight to a mere extension |
spellingShingle |
Cases on marketing strategies : Sagres Bohemia : from spotlight to a mere extension Henriques, António Maria Galiano Casaca Leitão Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
Cases on marketing strategies : Sagres Bohemia : from spotlight to a mere extension |
title_full |
Cases on marketing strategies : Sagres Bohemia : from spotlight to a mere extension |
title_fullStr |
Cases on marketing strategies : Sagres Bohemia : from spotlight to a mere extension |
title_full_unstemmed |
Cases on marketing strategies : Sagres Bohemia : from spotlight to a mere extension |
title_sort |
Cases on marketing strategies : Sagres Bohemia : from spotlight to a mere extension |
author |
Henriques, António Maria Galiano Casaca Leitão |
author_facet |
Henriques, António Maria Galiano Casaca Leitão |
author_role |
author |
dc.contributor.none.fl_str_mv |
Celeste, Pedro Veritati - Repositório Institucional da Universidade Católica Portuguesa |
dc.contributor.author.fl_str_mv |
Henriques, António Maria Galiano Casaca Leitão |
dc.subject.por.fl_str_mv |
Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
The following dissertation accesses a common practice in the market, the parent brands’ use of extensions. This work studies the relation between a parent brand, Sagres, and a line extension based on the case of Sagres Bohemia, a premium beer introduced in the Portuguese market in 2005. This case is worth of studying because it stresses not only this relationship but also how it can evolve. It also displays how a product that had such good acceptance in its introduction weakened so much few years after. More recently, Sagres developed a strategy towards brand standardization, which is affecting all the extensions under this brand, and this point is also interesting of study. The information provided in the case study, together with a survey ran to confirm consumers’ perceptions about extension and parent brand, will support the key research questions of this dissertation. From this analysis it was deduced that Bohemia’s decline coincides with the decrease in both its communication and product development. The survey shows that parent brand association was not one of the characteristics consumers value the most in Bohemia and there are many consumers that do not associate Bohemia to Sagres. With Sagres’ new strategy, explained further in this dissertation, it will be more difficult to enhance the extension’s differentiation. Nevertheless, parent brand should be of major concern for the company and extensions should adapt to it. |
publishDate |
2012 |
dc.date.none.fl_str_mv |
2012-06-01 2012 2012-06-01T00:00:00Z 2013-07-05T13:13:17Z |
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/10400.14/11878 |
url |
http://hdl.handle.net/10400.14/11878 |
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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1799131769083002880 |