Maybelline New York, how to grow in Portugal?

Detalhes bibliográficos
Autor(a) principal: Sousa, Rita Barreiros Cardoso de
Data de Publicação: 2009
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/9643
Resumo: A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics
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spelling Maybelline New York, how to grow in Portugal?Maybelline New YorkMake-upMarket penetration strategyProduct development strategyA Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and EconomicsThis document consists of a market research on the Portuguese make-up market, and more specifically on the brand Maybelline New York. The purpose of this project is to understand the consumers’ feelings / opinions regarding this brand, in order to suggest possible strategies for Maybelline to grow in Portugal. The marketing research for this work started with an exploratory research (15 in-depth interviews), followed by a quantitative research based on a pre-arranged questionnaire (90 respondents). The main findings were that Maybelline NY is one of the make-up brands with strongest awareness. However, the majority of the respondents do not recognize themselves in this brand, it is associated with “exaggeration”, and this leads the interviewees to think that it is not adequate for Portuguese women. Finally, besides all make-up-related products, the respondents believe that Maybelline should extend to treatment products, especially face treatment.NSBE - UNLSilveira, Catherine daRUNSousa, Rita Barreiros Cardoso de2013-05-17T10:46:58Z2009-062009-06-01T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/9643enginfo: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:RCAAP2024-03-11T03:42:54Zoai:run.unl.pt:10362/9643Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:18:57.532955Repositório 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 Maybelline New York, how to grow in Portugal?
title Maybelline New York, how to grow in Portugal?
spellingShingle Maybelline New York, how to grow in Portugal?
Sousa, Rita Barreiros Cardoso de
Maybelline New York
Make-up
Market penetration strategy
Product development strategy
title_short Maybelline New York, how to grow in Portugal?
title_full Maybelline New York, how to grow in Portugal?
title_fullStr Maybelline New York, how to grow in Portugal?
title_full_unstemmed Maybelline New York, how to grow in Portugal?
title_sort Maybelline New York, how to grow in Portugal?
author Sousa, Rita Barreiros Cardoso de
author_facet Sousa, Rita Barreiros Cardoso de
author_role author
dc.contributor.none.fl_str_mv Silveira, Catherine da
RUN
dc.contributor.author.fl_str_mv Sousa, Rita Barreiros Cardoso de
dc.subject.por.fl_str_mv Maybelline New York
Make-up
Market penetration strategy
Product development strategy
topic Maybelline New York
Make-up
Market penetration strategy
Product development strategy
description A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics
publishDate 2009
dc.date.none.fl_str_mv 2009-06
2009-06-01T00:00:00Z
2013-05-17T10:46:58Z
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/10362/9643
url http://hdl.handle.net/10362/9643
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.publisher.none.fl_str_mv NSBE - UNL
publisher.none.fl_str_mv NSBE - UNL
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
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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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