Compal Família : changing consumption behavior in the juice and nectars category

• Autor(a) principal: Lopes, Filipa Martins
• Data de Publicação: 2014
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.14/16844
• topic: Domínio/Área Científica::Ciências Sociais::Economia e Gestão

Sumol+Compal is a beverage Portuguese company, responsible for 25% of the non-alcoholic segment, present in the market for more than 50 years. It resulted from the merger of two of the strongest player on the soft drinks market: Sumolis and Compal. The company is present on the J&N category with the brand Compal, a premium leader brand that offers high quality juices, made from real fruit. On 2012, on the Portuguese recession apogee, the brand launch on the market Compal Família, a more diluted product, proper for new ways of consumption. With the increase of private labels power and the changing on consumers’ private consumption, Compal decided to expand its total market demand by addressing a different consumption occasion: main meals. After two years of Compal Família launch, Rodrigo Costa, the brand marketing manager and his team, realized that consumers haven’t perceived the new product positioning properly, especially because juices were not adequate for main meals. A new challenge emerged and for 2015, the team had to establish a new strategic plan for Compal Família. After several analysis, they knew that the only options available to reach their objectives would passed by repositioning the product, investing on packaging proper for family consumption or reducing its value to a product line extension.