Delta Cafés : a new image to conquer new markets
Autor(a) principal: | |
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Data de Publicação: | 2013 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.14/10882 |
Resumo: | The focus of thesis is to study Delta Cafés’ rebranding. As it is a decision that falls far from a brand’s day-to-day management, it is important to understand what were the reasons that motivated, how were the changes visible and what impact did they produce on consumers’ perceptions. Since its foundation, in 1961, to 1995, the Delta Cafes’ image was, for most of it, unchanged. Since then Delta have change it have changed it four times, the most recent of them occurred in 2012. This rebranding did not only mean a change in the brand’s aesthetics, but also a significant shift in their strategy. In order to fully understand these rebranding two sources of data were needed. Firstly, there was the necessity to gather data from Delta, such allows to get to know the brand and its history, as well as that the reasons that motivated this change. Primary data had also to be collected, as it would be this one that would allow understanding the consumers’ reactions. In the process of primary data collection different tools were used – a Focus Group, a Survey, and Individual Interviews, each with a different purpose. Delta Cafés’ rebranding was transversal to all of the brands marketing elements and done in order to respond to a new generation of consumers and to strengthen the brand’s position both in the Portuguese market, as well as in foreign markets. The preliminary study presented on this paper indicates that, except for quality, which decreased, and social awareness, all of the brands desired associations were successfully met. |
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Delta Cafés : a new image to conquer new marketsDomínio/Área Científica::Ciências Sociais::Economia e GestãoThe focus of thesis is to study Delta Cafés’ rebranding. As it is a decision that falls far from a brand’s day-to-day management, it is important to understand what were the reasons that motivated, how were the changes visible and what impact did they produce on consumers’ perceptions. Since its foundation, in 1961, to 1995, the Delta Cafes’ image was, for most of it, unchanged. Since then Delta have change it have changed it four times, the most recent of them occurred in 2012. This rebranding did not only mean a change in the brand’s aesthetics, but also a significant shift in their strategy. In order to fully understand these rebranding two sources of data were needed. Firstly, there was the necessity to gather data from Delta, such allows to get to know the brand and its history, as well as that the reasons that motivated this change. Primary data had also to be collected, as it would be this one that would allow understanding the consumers’ reactions. In the process of primary data collection different tools were used – a Focus Group, a Survey, and Individual Interviews, each with a different purpose. Delta Cafés’ rebranding was transversal to all of the brands marketing elements and done in order to respond to a new generation of consumers and to strengthen the brand’s position both in the Portuguese market, as well as in foreign markets. The preliminary study presented on this paper indicates that, except for quality, which decreased, and social awareness, all of the brands desired associations were successfully met.Celeste, PedroVeritati - Repositório Institucional da Universidade Católica PortuguesaSantos, Pedro Miguel Ribeiro2013-05-30T15:17:12Z2013-02-2220132013-02-22T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/10882TID:201088789enginfo: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:RCAAP2023-09-19T01:38:29Zoai:repositorio.ucp.pt:10400.14/10882Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:09:21.919818Repositório 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 |
Delta Cafés : a new image to conquer new markets |
title |
Delta Cafés : a new image to conquer new markets |
spellingShingle |
Delta Cafés : a new image to conquer new markets Santos, Pedro Miguel Ribeiro Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
Delta Cafés : a new image to conquer new markets |
title_full |
Delta Cafés : a new image to conquer new markets |
title_fullStr |
Delta Cafés : a new image to conquer new markets |
title_full_unstemmed |
Delta Cafés : a new image to conquer new markets |
title_sort |
Delta Cafés : a new image to conquer new markets |
author |
Santos, Pedro Miguel Ribeiro |
author_facet |
Santos, Pedro Miguel Ribeiro |
author_role |
author |
dc.contributor.none.fl_str_mv |
Celeste, Pedro Veritati - Repositório Institucional da Universidade Católica Portuguesa |
dc.contributor.author.fl_str_mv |
Santos, Pedro Miguel Ribeiro |
dc.subject.por.fl_str_mv |
Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
The focus of thesis is to study Delta Cafés’ rebranding. As it is a decision that falls far from a brand’s day-to-day management, it is important to understand what were the reasons that motivated, how were the changes visible and what impact did they produce on consumers’ perceptions. Since its foundation, in 1961, to 1995, the Delta Cafes’ image was, for most of it, unchanged. Since then Delta have change it have changed it four times, the most recent of them occurred in 2012. This rebranding did not only mean a change in the brand’s aesthetics, but also a significant shift in their strategy. In order to fully understand these rebranding two sources of data were needed. Firstly, there was the necessity to gather data from Delta, such allows to get to know the brand and its history, as well as that the reasons that motivated this change. Primary data had also to be collected, as it would be this one that would allow understanding the consumers’ reactions. In the process of primary data collection different tools were used – a Focus Group, a Survey, and Individual Interviews, each with a different purpose. Delta Cafés’ rebranding was transversal to all of the brands marketing elements and done in order to respond to a new generation of consumers and to strengthen the brand’s position both in the Portuguese market, as well as in foreign markets. The preliminary study presented on this paper indicates that, except for quality, which decreased, and social awareness, all of the brands desired associations were successfully met. |
publishDate |
2013 |
dc.date.none.fl_str_mv |
2013-05-30T15:17:12Z 2013-02-22 2013 2013-02-22T00:00:00Z |
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/10400.14/10882 TID:201088789 |
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http://hdl.handle.net/10400.14/10882 |
identifier_str_mv |
TID:201088789 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
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info:eu-repo/semantics/openAccess |
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openAccess |
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application/pdf |
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reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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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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