How does Sagres’ new communication strategy towards young consumers affects their customer loyalty and purchasing behaviour?

• Autor(a) principal: Gaspar, Dinis Augusto
• Data de Publicação: 2018
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.14/25933
• topic: Domínio/Área Científica::Ciências Sociais::Economia e Gestão

This case addresses a great strategic marketing managerial situation on one of the strongest built brands in Portugal, established in 1940 and since its early days aiming at becoming the leader in the national market. Competing on the beer industry, marketing became essential to break the commodity barrier to attract consumer thus, it is explained in detail how the brand was built and how the loyalty from a currently shrinking market led the company to go under a rebranding strategy to prepare the brand for the future with a search for a new target. Being here analysed the impact that the strategy had on the new target market on perception and loyalty to the brand. To collect the necessary insights to the analysis, Market Research was held through an online survey and in-depth interviews. The investigation revealed that the strategy did not reach to the public in general completely, being this a truly necessary factor to success, but when exposed to it, the new target seems to find more self-recognition on the brand’s new image, where their lifestyle, their values and straightforward mentality are present.