Bandida do pomar: breaking the status quo through communication strategy
Autor(a) principal: | |
---|---|
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 |
Resumo: | 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. |
id |
RCAP_decbf842c5037f0b55fc679e7f479c01 |
---|---|
oai_identifier_str |
oai:repositorio.iscte-iul.pt:10071/17922 |
network_acronym_str |
RCAP |
network_name_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository_id_str |
7160 |
spelling |
Bandida do pomar: breaking the status quo through communication strategyMarketingBrandingCommunicationBrand awarenessPositioningMercadosMarca comercialEstudo de casosTrabalho de projetoRecently, 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.Recentemente, temos vindo a assistir a uma atração a nível global pela categoria sidra. As pessoas têm descoberto o seu sabor natural e revigorante, mexendo com este mercado. A Sidra é uma bebida refrescante, com álcool, produzida essencialmente com sumo de maça fermentado, desenhada especificamente como alternativa para aqueles que não encontram qualquer satisfação no consumo da cerveja, preferindo um sabor mais doce para a sua bebida de eleição. Apesar de ser uma bebida natural e saborosa, as marcas de sidra têm um handicap no que respeita ao relacionamento de longo prazo com os consumidores, facto que contribui para um percurso que se quer esquecer no futuro. Com esta dificuldade de relacionamento, as marcas acabam por perder força no seu sector de mercado, perdendo também relevo entre os possíveis clientes. O presente Case-Study visa analisar o impacto que as comunicações têm quando se trata de alcançar sucesso das marcas em geral e, de uma forma mais específica, analisar a marca de sidra “Bandida do Pomar”. Apesar de ser uma marca criada recentemente no mercado português, Bandida aspira a quebrar as regras tradicionais de comunicações em relação a este tipo de produtos. Esta marca está a lançar-se no mercado de uma forma mais disruptiva, superando a ideia de apenas vender uma bebida e se tornar numa moda a ser seguida. Em ordem a compreender o ponto de situação, inicialmente, será analisada a posição geral no mercado das sidras, no que diz respeito ao mercado específico de Portugal e, de uma forma mais concreta, será analisada a própria marca, que já se encontra presente em diversos países, com os seus respetivos nomes, fazendo parte do Grupo Global Heineken. Além disso, será apresentada a estratégia adaptada pela marca em Portugal, referindo-se à sua comunicação e impacto em relação à posição que a marca quer estabelecer no mercado. Este Case-Study centrar-se-á principalmente no desempenho e potencial de crescimento da marca no mercado português.2019-04-24T14:29:51Z2020-04-24T00:00:00Z2018-11-27T00:00:00Z2018-11-272018-10info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfapplication/octet-streamhttp://hdl.handle.net/10071/17922TID:202127915engMarques, Inês Conde Rodrigues Coutinhoinfo: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:RCAAP2023-11-09T17:43:48Zoai:repositorio.iscte-iul.pt:10071/17922Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T22:20:40.109696Repositório 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 |
Bandida do pomar: breaking the status quo through communication strategy |
title |
Bandida do pomar: breaking the status quo through communication strategy |
spellingShingle |
Bandida do pomar: breaking the status quo through communication strategy Marques, Inês Conde Rodrigues Coutinho Marketing Branding Communication Brand awareness Positioning Mercados Marca comercial Estudo de casos Trabalho de projeto |
title_short |
Bandida do pomar: breaking the status quo through communication strategy |
title_full |
Bandida do pomar: breaking the status quo through communication strategy |
title_fullStr |
Bandida do pomar: breaking the status quo through communication strategy |
title_full_unstemmed |
Bandida do pomar: breaking the status quo through communication strategy |
title_sort |
Bandida do pomar: breaking the status quo through communication strategy |
author |
Marques, Inês Conde Rodrigues Coutinho |
author_facet |
Marques, Inês Conde Rodrigues Coutinho |
author_role |
author |
dc.contributor.author.fl_str_mv |
Marques, Inês Conde Rodrigues Coutinho |
dc.subject.por.fl_str_mv |
Marketing Branding Communication Brand awareness Positioning Mercados Marca comercial Estudo de casos Trabalho de projeto |
topic |
Marketing Branding Communication Brand awareness Positioning Mercados Marca comercial Estudo de casos Trabalho de projeto |
description |
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. |
publishDate |
2018 |
dc.date.none.fl_str_mv |
2018-11-27T00:00:00Z 2018-11-27 2018-10 2019-04-24T14:29:51Z 2020-04-24T00:00:00Z |
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/10071/17922 TID:202127915 |
url |
http://hdl.handle.net/10071/17922 |
identifier_str_mv |
TID:202127915 |
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 application/octet-stream |
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 |
repository.mail.fl_str_mv |
|
_version_ |
1799134767187230720 |