Developing a digital marketing strategy : the case of NAU Beer

• Autor(a) principal: Rosa, Joana Rodrigues
• Data de Publicação: 2016
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.14/20663
• topic: Branding; Positioning; Digital Marketing Strategies; NAU; Posicionamento; Estratégias de Marketing Digital; Bebidas alcoólicas; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

The Portuguese Beer market is highly concentrated, being dominated by two industrial Beer brands. NAU is a recent entry in the market, wanting to make a change by launching a Handcrafted Beer, different from any other brand currently present in the market. Likewise any entrepreneurial company, NAU needs to build a brand on a budget. Thus, the study focuses on digital marketing strategies given the growing relevance of the online media channels, as well as its economic advantages. So how can NAU develop a cohesive online marketing strategy so as to create brand awareness? The present dissertation provides a comprehensive overview of relevant marketing topics of Branding, Positioning, Digital Marketing, Marketing Communications and Social Media in the Literature Review. Additionally, a Market Research is also conducted, which includes two Focus Groups, an Online Survey and a Benchmark Analysis. The results of this dissertation suggest that NAU is not fully taking advantage of the online channels. Given so, enhancement suggestions for the online channels are given, namely website improvements and initiatives for social media channels, so as to increase the levels of user interaction.