How to bring substantial growth to the juices and nectars category in Portugal with the relaunch of the Compal brand

Detalhes bibliográficos
Autor(a) principal: Trindade, Inês Moreno Camacho De Campos
Data de Publicação: 2020
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/106923
Resumo: The purpose of the following marketing plan is to deliver substantial growth to Compal, the Portuguese market leader in the Juices and Nectars market. The category was thoroughly studied, resorting to trends and market data. Further qualitative and quantitative research were conducted, enlightening on consumer behavior and preferences. After segmenting the market, a target that valued freshness, health and flavor authenticity was selected. Compal Summo do Dia was the proposed solution for the company, allowing Compal to enter the chilled juice market. The marketing mix was developed followed by a communication plan and a financial forecast for five years.
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spelling How to bring substantial growth to the juices and nectars category in Portugal with the relaunch of the Compal brandJuices and nectarsChilled juiceCompal PortugalHealthy trendsDomínio/Área Científica::Ciências Sociais::Economia e GestãoThe purpose of the following marketing plan is to deliver substantial growth to Compal, the Portuguese market leader in the Juices and Nectars market. The category was thoroughly studied, resorting to trends and market data. Further qualitative and quantitative research were conducted, enlightening on consumer behavior and preferences. After segmenting the market, a target that valued freshness, health and flavor authenticity was selected. Compal Summo do Dia was the proposed solution for the company, allowing Compal to enter the chilled juice market. The marketing mix was developed followed by a communication plan and a financial forecast for five years.Velosa, JorgeLourenço, CarolinaRUNTrindade, Inês Moreno Camacho De Campos2020-01-242020-01-062025-01-06T00:00:00Z2020-01-24T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/106923TID:202495558enginfo: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:RCAAP2024-03-11T04:51:41Zoai:run.unl.pt:10362/106923Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:40:48.793136Repositório 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 to bring substantial growth to the juices and nectars category in Portugal with the relaunch of the Compal brand
title How to bring substantial growth to the juices and nectars category in Portugal with the relaunch of the Compal brand
spellingShingle How to bring substantial growth to the juices and nectars category in Portugal with the relaunch of the Compal brand
Trindade, Inês Moreno Camacho De Campos
Juices and nectars
Chilled juice
Compal Portugal
Healthy trends
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
title_short How to bring substantial growth to the juices and nectars category in Portugal with the relaunch of the Compal brand
title_full How to bring substantial growth to the juices and nectars category in Portugal with the relaunch of the Compal brand
title_fullStr How to bring substantial growth to the juices and nectars category in Portugal with the relaunch of the Compal brand
title_full_unstemmed How to bring substantial growth to the juices and nectars category in Portugal with the relaunch of the Compal brand
title_sort How to bring substantial growth to the juices and nectars category in Portugal with the relaunch of the Compal brand
author Trindade, Inês Moreno Camacho De Campos
author_facet Trindade, Inês Moreno Camacho De Campos
author_role author
dc.contributor.none.fl_str_mv Velosa, Jorge
Lourenço, Carolina
RUN
dc.contributor.author.fl_str_mv Trindade, Inês Moreno Camacho De Campos
dc.subject.por.fl_str_mv Juices and nectars
Chilled juice
Compal Portugal
Healthy trends
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
topic Juices and nectars
Chilled juice
Compal Portugal
Healthy trends
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
description The purpose of the following marketing plan is to deliver substantial growth to Compal, the Portuguese market leader in the Juices and Nectars market. The category was thoroughly studied, resorting to trends and market data. Further qualitative and quantitative research were conducted, enlightening on consumer behavior and preferences. After segmenting the market, a target that valued freshness, health and flavor authenticity was selected. Compal Summo do Dia was the proposed solution for the company, allowing Compal to enter the chilled juice market. The marketing mix was developed followed by a communication plan and a financial forecast for five years.
publishDate 2020
dc.date.none.fl_str_mv 2020-01-24
2020-01-06
2020-01-24T00:00:00Z
2025-01-06T00:00:00Z
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/10362/106923
TID:202495558
url http://hdl.handle.net/10362/106923
identifier_str_mv TID:202495558
dc.language.iso.fl_str_mv eng
language eng
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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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