Understanding the effects of explicit association between two brands on consumer’s brand knowledge : Vichy Dercos case-study

Detalhes bibliográficos
Autor(a) principal: Simões, Carla Sofia Mateus
Data de Publicação: 2017
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10400.14/22636
Resumo: Dercos is the market leader in the Portuguese pharmacy hair care market, with a market share of 25% in 2015. However, Dercos is faced with two major challenges: first, to remain relevant in its increasingly competitive channel and second, to increase the pharmacy channel size, by reaching other channel’s customers. To achieve this, L’Oréal considers deepening Dercos’ relationship with a successful beauty brand – Vichy – which could on one hand increase its visibility, but on the other, dilute customer trust in the clinical and efficacy-driven image of the brand. Through the analysis of Vichy’s branding dilemma, this thesis provides an outlook on the Portuguese Hair Care market in the pharmacy circuit. In the Literature Review Section it provides an overview on the topics of brand equity, brand knowledge, brand extensions, brand elements and consumer behavior regarding cosmetic products. The dilemma is then presented in a Case Study and Teaching Note, and complemented by a Market Research study including two Focus Groups and an Online Survey, aimed at presenting closure to the dilemma. The study done found that a deeper association between Vichy and Dercos is beneficial as it would result in broader attribute associations and willingness to buy or try for Vichy Dercos, when compared with the original Dercos concept.
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spelling Understanding the effects of explicit association between two brands on consumer’s brand knowledge : Vichy Dercos case-studyBrand equityBrand extensionsBrand knowledgeBrand elementsConsumer behaviorL’OréalCosmeceuticalsCosmeticsExtensões de marcaElementos de marcaComportamento do consumidorCosméticosCosmecêuticosDomínio/Área Científica::Ciências Sociais::Economia e GestãoDercos is the market leader in the Portuguese pharmacy hair care market, with a market share of 25% in 2015. However, Dercos is faced with two major challenges: first, to remain relevant in its increasingly competitive channel and second, to increase the pharmacy channel size, by reaching other channel’s customers. To achieve this, L’Oréal considers deepening Dercos’ relationship with a successful beauty brand – Vichy – which could on one hand increase its visibility, but on the other, dilute customer trust in the clinical and efficacy-driven image of the brand. Through the analysis of Vichy’s branding dilemma, this thesis provides an outlook on the Portuguese Hair Care market in the pharmacy circuit. In the Literature Review Section it provides an overview on the topics of brand equity, brand knowledge, brand extensions, brand elements and consumer behavior regarding cosmetic products. The dilemma is then presented in a Case Study and Teaching Note, and complemented by a Market Research study including two Focus Groups and an Online Survey, aimed at presenting closure to the dilemma. The study done found that a deeper association between Vichy and Dercos is beneficial as it would result in broader attribute associations and willingness to buy or try for Vichy Dercos, when compared with the original Dercos concept.A Dercos é a líder de mercado no segmento farmacêutico de produtos capilares em Portugal, com uma quota de mercado de 25% em 2015. Porém, a Dercos depara-se com dois desafios: primeiro, o de permanecer relevante no seu canal e segundo, o de aumentar o tamanho do canal farmácia, através da conquista de mais clientes. Para conseguir isso, a L’Oréal considera aprofundar a relação de Dercos com uma conceituada marca de beleza – Vichy – para aumentar a sua visibilidade, arriscando diluir a confiança do consumidor na imagem clínica de eficácia de Dercos. Através da análise de um dilema da marca Vichy, esta tese fornece uma análise do mercado farmacêutico português de produtos capilares. Na Revisão Literária é proporcionada uma visão dos tópicos de brand equity, brand knowledge, extensões e elementos de marcas e comportamento do consumidor. O dilema é depois apresentado no Caso de Estudo e Nota de Ensino, complementado por um Estudo de Mercado com dois Focus Groups e um Questionário Online, de forma a apresentar uma conclusão. O estudo realizado concluiu que uma associação mais profunda entre as marcas Vichy e Dercos seria benéfica, resultando em mais associações e numa maior disposição em comprar ou experimentar Vichy Dercos, em relação ao conceito original.Celeste, Pedro Manuel Amador RodriguesVeritati - Repositório Institucional da Universidade Católica PortuguesaSimões, Carla Sofia Mateus2020-02-28T01:30:47Z2017-07-1720172017-07-17T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/22636TID:201725312enginfo: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:RCAAP2023-07-12T17:28:53Zoai:repositorio.ucp.pt:10400.14/22636Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:18:47.552073Repositório 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 Understanding the effects of explicit association between two brands on consumer’s brand knowledge : Vichy Dercos case-study
title Understanding the effects of explicit association between two brands on consumer’s brand knowledge : Vichy Dercos case-study
spellingShingle Understanding the effects of explicit association between two brands on consumer’s brand knowledge : Vichy Dercos case-study
Simões, Carla Sofia Mateus
Brand equity
Brand extensions
Brand knowledge
Brand elements
Consumer behavior
L’Oréal
Cosmeceuticals
Cosmetics
Extensões de marca
Elementos de marca
Comportamento do consumidor
Cosméticos
Cosmecêuticos
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
title_short Understanding the effects of explicit association between two brands on consumer’s brand knowledge : Vichy Dercos case-study
title_full Understanding the effects of explicit association between two brands on consumer’s brand knowledge : Vichy Dercos case-study
title_fullStr Understanding the effects of explicit association between two brands on consumer’s brand knowledge : Vichy Dercos case-study
title_full_unstemmed Understanding the effects of explicit association between two brands on consumer’s brand knowledge : Vichy Dercos case-study
title_sort Understanding the effects of explicit association between two brands on consumer’s brand knowledge : Vichy Dercos case-study
author Simões, Carla Sofia Mateus
author_facet Simões, Carla Sofia Mateus
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 Simões, Carla Sofia Mateus
dc.subject.por.fl_str_mv Brand equity
Brand extensions
Brand knowledge
Brand elements
Consumer behavior
L’Oréal
Cosmeceuticals
Cosmetics
Extensões de marca
Elementos de marca
Comportamento do consumidor
Cosméticos
Cosmecêuticos
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
topic Brand equity
Brand extensions
Brand knowledge
Brand elements
Consumer behavior
L’Oréal
Cosmeceuticals
Cosmetics
Extensões de marca
Elementos de marca
Comportamento do consumidor
Cosméticos
Cosmecêuticos
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
description Dercos is the market leader in the Portuguese pharmacy hair care market, with a market share of 25% in 2015. However, Dercos is faced with two major challenges: first, to remain relevant in its increasingly competitive channel and second, to increase the pharmacy channel size, by reaching other channel’s customers. To achieve this, L’Oréal considers deepening Dercos’ relationship with a successful beauty brand – Vichy – which could on one hand increase its visibility, but on the other, dilute customer trust in the clinical and efficacy-driven image of the brand. Through the analysis of Vichy’s branding dilemma, this thesis provides an outlook on the Portuguese Hair Care market in the pharmacy circuit. In the Literature Review Section it provides an overview on the topics of brand equity, brand knowledge, brand extensions, brand elements and consumer behavior regarding cosmetic products. The dilemma is then presented in a Case Study and Teaching Note, and complemented by a Market Research study including two Focus Groups and an Online Survey, aimed at presenting closure to the dilemma. The study done found that a deeper association between Vichy and Dercos is beneficial as it would result in broader attribute associations and willingness to buy or try for Vichy Dercos, when compared with the original Dercos concept.
publishDate 2017
dc.date.none.fl_str_mv 2017-07-17
2017
2017-07-17T00:00:00Z
2020-02-28T01:30:47Z
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