How to bring substantial growth to the juices and nectars category in Portugal with the relaunch of the Compal brand
Autor(a) principal: | |
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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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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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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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1799138022129664000 |