How can L´Oréal relaunch Fructis as a disruptive brand for Millennials In Portugal?: How Can Brands Take Advantage of the Superfruit Trend? Global Analysis and Key Takeaways for the Relaunch of Fructis

Detalhes bibliográficos
Autor(a) principal: Martins, Maria Gabriela Fontes Rodrigues Pereira
Data de Publicação: 2017
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/25212
Resumo: This individual work project aims at making recommendations about how the power of superfruits can be explored in Fructis’ communication strategy in Portugal. The communication efforts of three brands were analyzed and two distinct strategies were identified. It was found that the use of each strategy depends on the target audience: to attract health conscious consumers, the health benefits of the fruits should be thoroughly communicated; to attract a broader audience, the fruits should be promoted as an integral part of an aspirational lifestyle. It was concluded that the last strategy was more suitable to attract Fructis’ target of Millennial consumers.
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spelling How can L´Oréal relaunch Fructis as a disruptive brand for Millennials In Portugal?: How Can Brands Take Advantage of the Superfruit Trend? Global Analysis and Key Takeaways for the Relaunch of FructisSuperfruitsHealth benefictsAspirationalLifestyleDomínio/Área Científica::Ciências Sociais::Economia e GestãoThis individual work project aims at making recommendations about how the power of superfruits can be explored in Fructis’ communication strategy in Portugal. The communication efforts of three brands were analyzed and two distinct strategies were identified. It was found that the use of each strategy depends on the target audience: to attract health conscious consumers, the health benefits of the fruits should be thoroughly communicated; to attract a broader audience, the fruits should be promoted as an integral part of an aspirational lifestyle. It was concluded that the last strategy was more suitable to attract Fructis’ target of Millennial consumers.Silveira, Catherine daRUNMartins, Maria Gabriela Fontes Rodrigues Pereira2020-01-20T01:30:25Z2017-01-202017-01-20T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/25212TID:201715520enginfo: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:RCAAP2024-03-11T04:13:15Zoai:run.unl.pt:10362/25212Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:28:14.419235Repositório 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 How can L´Oréal relaunch Fructis as a disruptive brand for Millennials In Portugal?: How Can Brands Take Advantage of the Superfruit Trend? Global Analysis and Key Takeaways for the Relaunch of Fructis
title How can L´Oréal relaunch Fructis as a disruptive brand for Millennials In Portugal?: How Can Brands Take Advantage of the Superfruit Trend? Global Analysis and Key Takeaways for the Relaunch of Fructis
spellingShingle How can L´Oréal relaunch Fructis as a disruptive brand for Millennials In Portugal?: How Can Brands Take Advantage of the Superfruit Trend? Global Analysis and Key Takeaways for the Relaunch of Fructis
Martins, Maria Gabriela Fontes Rodrigues Pereira
Superfruits
Health beneficts
Aspirational
Lifestyle
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
title_short How can L´Oréal relaunch Fructis as a disruptive brand for Millennials In Portugal?: How Can Brands Take Advantage of the Superfruit Trend? Global Analysis and Key Takeaways for the Relaunch of Fructis
title_full How can L´Oréal relaunch Fructis as a disruptive brand for Millennials In Portugal?: How Can Brands Take Advantage of the Superfruit Trend? Global Analysis and Key Takeaways for the Relaunch of Fructis
title_fullStr How can L´Oréal relaunch Fructis as a disruptive brand for Millennials In Portugal?: How Can Brands Take Advantage of the Superfruit Trend? Global Analysis and Key Takeaways for the Relaunch of Fructis
title_full_unstemmed How can L´Oréal relaunch Fructis as a disruptive brand for Millennials In Portugal?: How Can Brands Take Advantage of the Superfruit Trend? Global Analysis and Key Takeaways for the Relaunch of Fructis
title_sort How can L´Oréal relaunch Fructis as a disruptive brand for Millennials In Portugal?: How Can Brands Take Advantage of the Superfruit Trend? Global Analysis and Key Takeaways for the Relaunch of Fructis
author Martins, Maria Gabriela Fontes Rodrigues Pereira
author_facet Martins, Maria Gabriela Fontes Rodrigues Pereira
author_role author
dc.contributor.none.fl_str_mv Silveira, Catherine da
RUN
dc.contributor.author.fl_str_mv Martins, Maria Gabriela Fontes Rodrigues Pereira
dc.subject.por.fl_str_mv Superfruits
Health beneficts
Aspirational
Lifestyle
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
topic Superfruits
Health beneficts
Aspirational
Lifestyle
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
description This individual work project aims at making recommendations about how the power of superfruits can be explored in Fructis’ communication strategy in Portugal. The communication efforts of three brands were analyzed and two distinct strategies were identified. It was found that the use of each strategy depends on the target audience: to attract health conscious consumers, the health benefits of the fruits should be thoroughly communicated; to attract a broader audience, the fruits should be promoted as an integral part of an aspirational lifestyle. It was concluded that the last strategy was more suitable to attract Fructis’ target of Millennial consumers.
publishDate 2017
dc.date.none.fl_str_mv 2017-01-20
2017-01-20T00:00:00Z
2020-01-20T01:30:25Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
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dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/25212
TID:201715520
url http://hdl.handle.net/10362/25212
identifier_str_mv TID:201715520
dc.language.iso.fl_str_mv eng
language eng
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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
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