Stream IMC - how to leverage sogrape´s wine business in the Uk: place strategy

Detalhes bibliográficos
Autor(a) principal: Matos, Silvia Campos Gustavo de
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/10362/139997
Resumo: This report examines the theory regarding Place and Channel Design, to develop relevant conclusions for Sogrape’s distribution strategy. Two main channels were identified: on-trade and off-trade. The channel was analysed through a Service Output Demand analysis where market segmentation was carried out to identify the segments served, and also through Efficiency Tables across channel functions. Furthermore, premium channel members were chosen and an intensive distribution strategy was proposed. Through Gap Analysis, the main gaps were identified, highlighting the gap in spatial convenience, and solutions for closing them were proposed. Following this, possible channel conflicts and power sources were identified.
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spelling Stream IMC - how to leverage sogrape´s wine business in the Uk: place strategyMarketingIntegrated marketing communicationsB2c marketingDomínio/Área Científica::Ciências Sociais::Economia e GestãoThis report examines the theory regarding Place and Channel Design, to develop relevant conclusions for Sogrape’s distribution strategy. Two main channels were identified: on-trade and off-trade. The channel was analysed through a Service Output Demand analysis where market segmentation was carried out to identify the segments served, and also through Efficiency Tables across channel functions. Furthermore, premium channel members were chosen and an intensive distribution strategy was proposed. Through Gap Analysis, the main gaps were identified, highlighting the gap in spatial convenience, and solutions for closing them were proposed. Following this, possible channel conflicts and power sources were identified.Velosa, JorgeSodagar, NinaRUNMatos, Silvia Campos Gustavo de2022-01-252021-12-172027-12-17T00:00:00Z2022-01-25T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/139997TID:202998622enginfo: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:RCAAP2024-03-11T05:17:06Zoai:run.unl.pt:10362/139997Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:49:32.017591Repositório 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 Stream IMC - how to leverage sogrape´s wine business in the Uk: place strategy
title Stream IMC - how to leverage sogrape´s wine business in the Uk: place strategy
spellingShingle Stream IMC - how to leverage sogrape´s wine business in the Uk: place strategy
Matos, Silvia Campos Gustavo de
Marketing
Integrated marketing communications
B2c marketing
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
title_short Stream IMC - how to leverage sogrape´s wine business in the Uk: place strategy
title_full Stream IMC - how to leverage sogrape´s wine business in the Uk: place strategy
title_fullStr Stream IMC - how to leverage sogrape´s wine business in the Uk: place strategy
title_full_unstemmed Stream IMC - how to leverage sogrape´s wine business in the Uk: place strategy
title_sort Stream IMC - how to leverage sogrape´s wine business in the Uk: place strategy
author Matos, Silvia Campos Gustavo de
author_facet Matos, Silvia Campos Gustavo de
author_role author
dc.contributor.none.fl_str_mv Velosa, Jorge
Sodagar, Nina
RUN
dc.contributor.author.fl_str_mv Matos, Silvia Campos Gustavo de
dc.subject.por.fl_str_mv Marketing
Integrated marketing communications
B2c marketing
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
topic Marketing
Integrated marketing communications
B2c marketing
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
description This report examines the theory regarding Place and Channel Design, to develop relevant conclusions for Sogrape’s distribution strategy. Two main channels were identified: on-trade and off-trade. The channel was analysed through a Service Output Demand analysis where market segmentation was carried out to identify the segments served, and also through Efficiency Tables across channel functions. Furthermore, premium channel members were chosen and an intensive distribution strategy was proposed. Through Gap Analysis, the main gaps were identified, highlighting the gap in spatial convenience, and solutions for closing them were proposed. Following this, possible channel conflicts and power sources were identified.
publishDate 2021
dc.date.none.fl_str_mv 2021-12-17
2022-01-25
2022-01-25T00:00:00Z
2027-12-17T00:00:00Z
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/10362/139997
TID:202998622
url http://hdl.handle.net/10362/139997
identifier_str_mv TID:202998622
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
repository.mail.fl_str_mv
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