Targeting and repositioning the lancers brand in the Portuguese rosé wine market
Autor(a) principal: | |
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Data de Publicação: | 2021 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10362/132391 |
Resumo: | José Maria da Fonseca ,are cognized Portuguese wine maker, is growing in the domestic market. However, one of its eldest brands, Lancers(a brand of mainly rosé), has been struggling despite several reposition in gat tempts. The developing rosé wine market led to the conduction of a market research to examine the behavior of Portuguese assess the most adequate target market and positioning for Lancers. The results show that Lancers’ ideal target audience are mature wine drinkers, and its hould be positioned as a top-quality brand offering a great social and gastronomical experience, as opposed to the firm’s current marketing strategy. |
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Targeting and repositioning the lancers brand in the Portuguese rosé wine marketMarketing strategyRepositioningRosé wineMarket researchDomínio/Área Científica::Ciências Sociais::Economia e GestãoJosé Maria da Fonseca ,are cognized Portuguese wine maker, is growing in the domestic market. However, one of its eldest brands, Lancers(a brand of mainly rosé), has been struggling despite several reposition in gat tempts. The developing rosé wine market led to the conduction of a market research to examine the behavior of Portuguese assess the most adequate target market and positioning for Lancers. The results show that Lancers’ ideal target audience are mature wine drinkers, and its hould be positioned as a top-quality brand offering a great social and gastronomical experience, as opposed to the firm’s current marketing strategy.Lages, CarmenRUNLeandro, Rita Maria De Oliveira Pedro2021-06-292021-05-212024-05-21T00:00:00Z2021-06-29T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/132391TID:202769356enginfo: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:RCAAP2024-03-11T05:11:00Zoai:run.unl.pt:10362/132391Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:47:26.115661Repositório 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 |
Targeting and repositioning the lancers brand in the Portuguese rosé wine market |
title |
Targeting and repositioning the lancers brand in the Portuguese rosé wine market |
spellingShingle |
Targeting and repositioning the lancers brand in the Portuguese rosé wine market Leandro, Rita Maria De Oliveira Pedro Marketing strategy Repositioning Rosé wine Market research Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
Targeting and repositioning the lancers brand in the Portuguese rosé wine market |
title_full |
Targeting and repositioning the lancers brand in the Portuguese rosé wine market |
title_fullStr |
Targeting and repositioning the lancers brand in the Portuguese rosé wine market |
title_full_unstemmed |
Targeting and repositioning the lancers brand in the Portuguese rosé wine market |
title_sort |
Targeting and repositioning the lancers brand in the Portuguese rosé wine market |
author |
Leandro, Rita Maria De Oliveira Pedro |
author_facet |
Leandro, Rita Maria De Oliveira Pedro |
author_role |
author |
dc.contributor.none.fl_str_mv |
Lages, Carmen RUN |
dc.contributor.author.fl_str_mv |
Leandro, Rita Maria De Oliveira Pedro |
dc.subject.por.fl_str_mv |
Marketing strategy Repositioning Rosé wine Market research Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Marketing strategy Repositioning Rosé wine Market research Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
José Maria da Fonseca ,are cognized Portuguese wine maker, is growing in the domestic market. However, one of its eldest brands, Lancers(a brand of mainly rosé), has been struggling despite several reposition in gat tempts. The developing rosé wine market led to the conduction of a market research to examine the behavior of Portuguese assess the most adequate target market and positioning for Lancers. The results show that Lancers’ ideal target audience are mature wine drinkers, and its hould be positioned as a top-quality brand offering a great social and gastronomical experience, as opposed to the firm’s current marketing strategy. |
publishDate |
2021 |
dc.date.none.fl_str_mv |
2021-06-29 2021-05-21 2021-06-29T00:00:00Z 2024-05-21T00:00:00Z |
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/10362/132391 TID:202769356 |
url |
http://hdl.handle.net/10362/132391 |
identifier_str_mv |
TID:202769356 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/embargoedAccess |
eu_rights_str_mv |
embargoedAccess |
dc.format.none.fl_str_mv |
application/pdf |
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 |
institution |
RCAAP |
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 |
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1799138077379133440 |