Stream IMC - how to leverage sogrape´s wine business in the Uk: place strategy
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/10362/139997 |
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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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 |
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1799138093986480128 |