How does Sagres’ new communication strategy towards young consumers affects their customer loyalty and purchasing behaviour?
Autor(a) principal: | |
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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 |
Resumo: | 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. |
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How does Sagres’ new communication strategy towards young consumers affects their customer loyalty and purchasing behaviour?Domínio/Área Científica::Ciências Sociais::Economia e GestãoThis 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.Este caso debruça-se sobre uma situação de gestão de marketing estratégico numa das mais bem construídas marcas em Portugal. Nascida em 1940 e desde então com o objetivo de se tornar líder de mercado. Ao competir no mercado cervejeiro, o marketing tornou-se uma ferramenta essencial para que este bem não se tornasse um bem indiferenciado entre marcas e assim, encontra-se aqui uma explicação em detalhe de como esta marca foi construída e como conquistou lealdade de um tipo de consumidor que se encontra nos dias de hoje em constante decréscimo. Posto isto, a marca deparou-se com a necessidade de se preparar para o futuro e embarcar numa estratégia de reestruturação da marca, com vista no num público alvo. Neste caso, é analisado impacto que a estratégia teve no novo público alvo em termos de perceção da marca e lealdade do consumidor. De maneira a recolher dados para poder analisar a questão a que este caso se propõe, foram feitos um questionário online e entrevistas pessoais. Esta investigação revelou que ainda existe uma grande parte do público que não reconhece a nova imagem, sendo este um fator de extrema importância, mas quando expostos à nova imagem, o novo público alvo reconheceu maior identificação com a marca pois transmite o seu estilo de vida, os seus valores e o pensamento descomplexado desta geração.Celeste, Pedro Manuel Amador RodriguesVeritati - Repositório Institucional da Universidade Católica PortuguesaGaspar, Dinis Augusto2018-11-05T10:38:35Z2018-10-2320182018-10-23T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/25933TID:201990377enginfo: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:RCAAP2023-07-12T17:31:22Zoai:repositorio.ucp.pt:10400.14/25933Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:20:43.782471Repositório 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 |
How does Sagres’ new communication strategy towards young consumers affects their customer loyalty and purchasing behaviour? |
title |
How does Sagres’ new communication strategy towards young consumers affects their customer loyalty and purchasing behaviour? |
spellingShingle |
How does Sagres’ new communication strategy towards young consumers affects their customer loyalty and purchasing behaviour? Gaspar, Dinis Augusto Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
How does Sagres’ new communication strategy towards young consumers affects their customer loyalty and purchasing behaviour? |
title_full |
How does Sagres’ new communication strategy towards young consumers affects their customer loyalty and purchasing behaviour? |
title_fullStr |
How does Sagres’ new communication strategy towards young consumers affects their customer loyalty and purchasing behaviour? |
title_full_unstemmed |
How does Sagres’ new communication strategy towards young consumers affects their customer loyalty and purchasing behaviour? |
title_sort |
How does Sagres’ new communication strategy towards young consumers affects their customer loyalty and purchasing behaviour? |
author |
Gaspar, Dinis Augusto |
author_facet |
Gaspar, Dinis Augusto |
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 |
Gaspar, Dinis Augusto |
dc.subject.por.fl_str_mv |
Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
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. |
publishDate |
2018 |
dc.date.none.fl_str_mv |
2018-11-05T10:38:35Z 2018-10-23 2018 2018-10-23T00:00:00Z |
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/10400.14/25933 TID:201990377 |
url |
http://hdl.handle.net/10400.14/25933 |
identifier_str_mv |
TID:201990377 |
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 |
repository.mail.fl_str_mv |
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1799131905796341760 |