How to expand a vintage men’S grooming brand worldwide? the case of musgo real from Claus Porto/Ach Brito
Autor(a) principal: | |
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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/10362/22362 |
Resumo: | Nowadays, wearing a beard and/or moustache is common and it is considered trendy – we are actually facing a “peak beard”. Bearded men adopt specific products for functional reasons. Additionally, men are increasingly involved in the purchasing decision process, looking for a store experience around their interests in sync with their styling interests, and then buying their own men’s grooming products. Within this context, the present work project aims to study how to expand the vintage men’s grooming brand Musgo Real worldwide. In order to address the above mentioned objective, an exploratory research was conducted (qualitative interviews) followed by a quantitative survey to test the hypothesis inferred from the qualitative research. The main findings are: 1) Musgo Real is considered a high-quality, aesthetic and premium grooming brand exclusively for men; 2) However, the brand is lacking awareness. 3) Bearded men do not feel that the brand is targeting them. 4) On the other hand, we consider that Musgo Real has the potential to enter successfully into the beard care segment. Specific recommendations to achieve this goal are presented in this work project. |
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How to expand a vintage men’S grooming brand worldwide? the case of musgo real from Claus Porto/Ach BritoMusgo realGroomingBeardMale consumptionDomínio/Área Científica::Ciências Sociais::Economia e GestãoNowadays, wearing a beard and/or moustache is common and it is considered trendy – we are actually facing a “peak beard”. Bearded men adopt specific products for functional reasons. Additionally, men are increasingly involved in the purchasing decision process, looking for a store experience around their interests in sync with their styling interests, and then buying their own men’s grooming products. Within this context, the present work project aims to study how to expand the vintage men’s grooming brand Musgo Real worldwide. In order to address the above mentioned objective, an exploratory research was conducted (qualitative interviews) followed by a quantitative survey to test the hypothesis inferred from the qualitative research. The main findings are: 1) Musgo Real is considered a high-quality, aesthetic and premium grooming brand exclusively for men; 2) However, the brand is lacking awareness. 3) Bearded men do not feel that the brand is targeting them. 4) On the other hand, we consider that Musgo Real has the potential to enter successfully into the beard care segment. Specific recommendations to achieve this goal are presented in this work project.Silveira, Catherine daRUNLourenço, Maria João Custódio2018-01-20T01:30:24Z2017-01-202017-01-20T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfapplication/pdfhttp://hdl.handle.net/10362/22362TID:201715538enginfo:eu-repo/semantics/embargoedAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T04:09:48Zoai:run.unl.pt:10362/22362Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:27:15.031959Repositório 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 to expand a vintage men’S grooming brand worldwide? the case of musgo real from Claus Porto/Ach Brito |
title |
How to expand a vintage men’S grooming brand worldwide? the case of musgo real from Claus Porto/Ach Brito |
spellingShingle |
How to expand a vintage men’S grooming brand worldwide? the case of musgo real from Claus Porto/Ach Brito Lourenço, Maria João Custódio Musgo real Grooming Beard Male consumption Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
How to expand a vintage men’S grooming brand worldwide? the case of musgo real from Claus Porto/Ach Brito |
title_full |
How to expand a vintage men’S grooming brand worldwide? the case of musgo real from Claus Porto/Ach Brito |
title_fullStr |
How to expand a vintage men’S grooming brand worldwide? the case of musgo real from Claus Porto/Ach Brito |
title_full_unstemmed |
How to expand a vintage men’S grooming brand worldwide? the case of musgo real from Claus Porto/Ach Brito |
title_sort |
How to expand a vintage men’S grooming brand worldwide? the case of musgo real from Claus Porto/Ach Brito |
author |
Lourenço, Maria João Custódio |
author_facet |
Lourenço, Maria João Custódio |
author_role |
author |
dc.contributor.none.fl_str_mv |
Silveira, Catherine da RUN |
dc.contributor.author.fl_str_mv |
Lourenço, Maria João Custódio |
dc.subject.por.fl_str_mv |
Musgo real Grooming Beard Male consumption Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Musgo real Grooming Beard Male consumption Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
Nowadays, wearing a beard and/or moustache is common and it is considered trendy – we are actually facing a “peak beard”. Bearded men adopt specific products for functional reasons. Additionally, men are increasingly involved in the purchasing decision process, looking for a store experience around their interests in sync with their styling interests, and then buying their own men’s grooming products. Within this context, the present work project aims to study how to expand the vintage men’s grooming brand Musgo Real worldwide. In order to address the above mentioned objective, an exploratory research was conducted (qualitative interviews) followed by a quantitative survey to test the hypothesis inferred from the qualitative research. The main findings are: 1) Musgo Real is considered a high-quality, aesthetic and premium grooming brand exclusively for men; 2) However, the brand is lacking awareness. 3) Bearded men do not feel that the brand is targeting them. 4) On the other hand, we consider that Musgo Real has the potential to enter successfully into the beard care segment. Specific recommendations to achieve this goal are presented in this work project. |
publishDate |
2017 |
dc.date.none.fl_str_mv |
2017-01-20 2017-01-20T00:00:00Z 2018-01-20T01:30:24Z |
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/10362/22362 TID:201715538 |
url |
http://hdl.handle.net/10362/22362 |
identifier_str_mv |
TID:201715538 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/embargoedAccess |
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embargoedAccess |
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application/pdf 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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RCAAP |
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RCAAP |
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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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