Can affirming ultra suave as the most natural brand in the mass market make it the market leader in Portugal?

Detalhes bibliográficos
Autor(a) principal: Cardoso, Teresa Maria Correia De Sampaio Barreiros
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/10362/123097
Resumo: Ultra Suave is a hair care brand from the L’Oréal Group, that belongs to the natural segment of the Portuguese hair care market, and that represents 14.2% of the total market share. Ultra Suave is the number two brand in Portugal. Even so, it has been losing market share, mainly due to it not being sufficiently perceived as a natural brand. Ultra Suave is already taking actions that aim to emphasize its brand positioning of being perceived as a natural brand by consumers. As such, this Project addresses whether Ultra Suave can affirm itself as the most natural brand in the mass market in Portugal.
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spelling Can affirming ultra suave as the most natural brand in the mass market make it the market leader in Portugal?Brand managementUltra suaveHair care marketNatural segmentDomínio/Área Científica::Ciências Sociais::Economia e GestãoUltra Suave is a hair care brand from the L’Oréal Group, that belongs to the natural segment of the Portuguese hair care market, and that represents 14.2% of the total market share. Ultra Suave is the number two brand in Portugal. Even so, it has been losing market share, mainly due to it not being sufficiently perceived as a natural brand. Ultra Suave is already taking actions that aim to emphasize its brand positioning of being perceived as a natural brand by consumers. As such, this Project addresses whether Ultra Suave can affirm itself as the most natural brand in the mass market in Portugal.Silveira, Catherine daRUNCardoso, Teresa Maria Correia De Sampaio Barreiros2021-08-25T10:58:58Z2021-01-112021-01-022021-01-11T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/123097TID:202742539enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T05:04:31Zoai:run.unl.pt:10362/123097Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:44:56.908007Repositório 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 Can affirming ultra suave as the most natural brand in the mass market make it the market leader in Portugal?
title Can affirming ultra suave as the most natural brand in the mass market make it the market leader in Portugal?
spellingShingle Can affirming ultra suave as the most natural brand in the mass market make it the market leader in Portugal?
Cardoso, Teresa Maria Correia De Sampaio Barreiros
Brand management
Ultra suave
Hair care market
Natural segment
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
title_short Can affirming ultra suave as the most natural brand in the mass market make it the market leader in Portugal?
title_full Can affirming ultra suave as the most natural brand in the mass market make it the market leader in Portugal?
title_fullStr Can affirming ultra suave as the most natural brand in the mass market make it the market leader in Portugal?
title_full_unstemmed Can affirming ultra suave as the most natural brand in the mass market make it the market leader in Portugal?
title_sort Can affirming ultra suave as the most natural brand in the mass market make it the market leader in Portugal?
author Cardoso, Teresa Maria Correia De Sampaio Barreiros
author_facet Cardoso, Teresa Maria Correia De Sampaio Barreiros
author_role author
dc.contributor.none.fl_str_mv Silveira, Catherine da
RUN
dc.contributor.author.fl_str_mv Cardoso, Teresa Maria Correia De Sampaio Barreiros
dc.subject.por.fl_str_mv Brand management
Ultra suave
Hair care market
Natural segment
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
topic Brand management
Ultra suave
Hair care market
Natural segment
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
description Ultra Suave is a hair care brand from the L’Oréal Group, that belongs to the natural segment of the Portuguese hair care market, and that represents 14.2% of the total market share. Ultra Suave is the number two brand in Portugal. Even so, it has been losing market share, mainly due to it not being sufficiently perceived as a natural brand. Ultra Suave is already taking actions that aim to emphasize its brand positioning of being perceived as a natural brand by consumers. As such, this Project addresses whether Ultra Suave can affirm itself as the most natural brand in the mass market in Portugal.
publishDate 2021
dc.date.none.fl_str_mv 2021-08-25T10:58:58Z
2021-01-11
2021-01-02
2021-01-11T00:00:00Z
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/10362/123097
TID:202742539
url http://hdl.handle.net/10362/123097
identifier_str_mv TID:202742539
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
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
repository.mail.fl_str_mv
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