Terra Delyssa : a visual heritage to triumph in contemporary markets
Autor(a) principal: | |
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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 |
Resumo: | 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. |
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Terra Delyssa : a visual heritage to triumph in contemporary marketsDomínio/Área Científica::Ciências Sociais::Economia e GestãoTerra 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.Terra Delyssa é uma marca de azeite tunisina líder no mercado de exportação, representando 20% do total de exportações da Tunísia. Este trabalho apresenta as estratégias e acções implementadas por esta empresa para atingir esta posição de sucesso.esta posição de sucesso. O objectivo deste estudo é dar a conhecer uma ferramenta de marketing estratégica que permita revitalizar uma marca, neste caso a Terra Delyssa. A estratégia de marketing em causa é o novo design da embalagem do produto. Desde que foi criada, esta marca de azeite nunca sentiu necessidade de reinventar a sua identidade visual, até 2011, ano em que decidiu entrar no Mercado Europeu. Para maximizar a possibilidade de sucesso, a Terra Delyssa decidiu fazer a sua primeira mudança: modernizar a marca. Mr. Abdelaziz Makhloufi, CEO, acredita que uma nova embalagem reafirmará a imagem da marca, diferenciará o produto e dará uma vantagem competitiva a Terra Delyssa. Para entender esta estratégia de rebranding e a sua eficácia, é necessário recolher dados primários e secundários. Os dados primários foram recolhidos através de um questionário online, feito a uma amostra de indivíduos portugueses e tunisinos, e que pretendia avaliar a percepção e consciência dos consumidores. Os dados secundários foram disponibilizados pela empresa. Os resultados do questionário indicam que a amostra encara positivamente a alteração da Terra Delyssa. Contudo, a empresa deverá consolidar esta estratégia com mais acções de comunicação, para atingir o seu objectivo de integrar o top 10 mundial de marcas de azeite em 2020.Celeste, Pedro Manuel Amador RodriguesVeritati - Repositório Institucional da Universidade Católica PortuguesaSkhiri, Lilia2020-02-28T01:30:45Z2016-07-2220162016-07-22T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfapplication/pdfhttp://hdl.handle.net/10400.14/20644TID:201242877enginfo: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:RCAAP2023-12-05T01:36:33Zoai:repositorio.ucp.pt:10400.14/20644Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:17:03.189715Repositório 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 |
Terra Delyssa : a visual heritage to triumph in contemporary markets |
title |
Terra Delyssa : a visual heritage to triumph in contemporary markets |
spellingShingle |
Terra Delyssa : a visual heritage to triumph in contemporary markets Skhiri, Lilia Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
Terra Delyssa : a visual heritage to triumph in contemporary markets |
title_full |
Terra Delyssa : a visual heritage to triumph in contemporary markets |
title_fullStr |
Terra Delyssa : a visual heritage to triumph in contemporary markets |
title_full_unstemmed |
Terra Delyssa : a visual heritage to triumph in contemporary markets |
title_sort |
Terra Delyssa : a visual heritage to triumph in contemporary markets |
author |
Skhiri, Lilia |
author_facet |
Skhiri, Lilia |
author_role |
author |
dc.contributor.none.fl_str_mv |
Celeste, Pedro Manuel Amador Rodrigues Veritati - Repositório Institucional da Universidade Católica Portuguesa |
dc.contributor.author.fl_str_mv |
Skhiri, Lilia |
dc.subject.por.fl_str_mv |
Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
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. |
publishDate |
2016 |
dc.date.none.fl_str_mv |
2016-07-22 2016 2016-07-22T00:00:00Z 2020-02-28T01:30:45Z |
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/10400.14/20644 TID:201242877 |
url |
http://hdl.handle.net/10400.14/20644 |
identifier_str_mv |
TID:201242877 |
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 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) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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