Bandida do pomar: breaking the status quo through communication strategy

• Autor(a) principal: Marques, Inês Conde Rodrigues Coutinho
• Data de Publicação: 2018
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/17922
• topic: Marketing; Branding; Communication; Brand awareness; Positioning; Mercados; Marca comercial; Estudo de casos; Trabalho de projeto

Recently, we have been witnessing a global attractiveness enhancement for cider. People have discovered its enjoyable natural and uplifting taste, creating tailwinds in this market. Cider itself, is a refreshing alcoholic drink made essentially from fermented apple juice, designed specifically to be an alternative for those who don’t find satisfaction in drinking beer and prefer a sweetener option for their drinking enjoyments. Despite being a tasty and natural drink, cider brands have a privation when it comes to establishing long-term relationships of loyalty along with consumers, which is a fact that contributes to a path towards becoming forgotten in the future. With this relationship absence, brands end up losing their strength in their market’s sector, losing their relevance among possible clients. The present case-study aims to analyze the impact that communications has when it comes to reaching the success of brands in general and, in a more specific investigation, analyzing the example of the cider brand Bandida do Pomar. Despite being a new born brand inside the Portuguese market, Bandida aspires to break the traditional communication rules regarding this type of products. In order to understand the situation point of the theme, it will be initially explored the overall market position of ciders, leading to the specific Portuguese market and, in a more concrete form, it will be analyzed the brand itself, which is already present in several countries with several names, being part of the Global Heineken Group. Furthermore, it will be presented the strategy adapted by the brand in Portugal, referring to its communication and impact regarding the position that the brand wants to establish in the market. In order to successfully understand that, it will be added a more detailed approach to the 4 P’s of the brand, giving a special focus on Promotion, and it will also be explored the Brands’ Awareness and Equity. This case-study will be mainly focusing on the performance and potential growth of the brand within the Portuguese market.