Brand extensions: A marketing plan for the launching of a tea product line applied to Luso

• Autor(a) principal: Santos, João Paulo Coelho dos
• 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/10071/6756
• topic: Marketing plan; Brand extension; Launching; Healthy consumer; Tea; Plano de marketing; Lançamento de extensões de marca; Consumidor saudável; Chá

This thesis project has the main goal of developing a strategic and operational marketing plan to support the launching of a tea product range by Luso directed to healthy minded consumers. The launching process will take place in Portuguese market during the summer of 2013. In this marketing plan was identified the potential market size and set actions for the new product proposal implementation, Luso Tea. This was achieved through the acquisition of knowledge from scientific research analysis that contributed to more consistent action plan definition. In an intermediary step was made a deep and crucial market, company and competitive analysis becoming possible to do a coherent product concept, support and communication. To really understand how to make an optimal product to healthy minded consumers was made a complete profiling of these target, leading to an adapted marketing strategy where was design all marketing mix components.