Terra Delyssa : a visual heritage to triumph in contemporary markets

• Autor(a) principal: Skhiri, Lilia
• Data de Publicação: 2016
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.14/20644
• topic: Domínio/Área Científica::Ciências Sociais::Economia e Gestão

Terra Delyssa is a leading exporter brand of olive oil in Tunisia, indeed it represents 20% of Tunisian total exports. This case presents the strategies and the actions implemented by this company to achieve this position. The focus of this study is to introduce a marketing strategy tool that aims to revitalize a brand, through the Terra Delyssa case. The marketing strategy is the new design of the product‟s packaging. Since its creation, this olive oil brand never found necessary to refresh its visual identity, until 2011 when the company decided to penetrate the European Market. To give itself the best possible odds, Terra Delyssa took the challenging decision to operate its first change: modernize the brand. Mr. Abdelaziz Makhloufi the CEO believes that the new packaging will reinforce the brand image, differentiate the product, and give a competitive advantage to Terra Delyssa. For the sake of understanding this rebranding strategy and its effectiveness; it is essential to gather primary and secondary data. Primary data were collected through an online survey to assess the perception and the awareness of consumers using a sample of Portuguese and Tunisian individuals. Secondary data is mainly provided by the company officials. The survey results indicate that the sample perceives positively the change of Terra Delyssa. However, the company should support this strategy with more communication action in order to attain its goal to be in the top 10 olive oil brand in the world by 2020.