100 years skincare for life : analysis and impact of NIVEA’s campaign in the portuguese market
Autor(a) principal: | |
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Data de Publicação: | 2013 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.14/12008 |
Resumo: | In 2011, NIVEA achieved one century of existence and felt the need of refocus on its core competence – skincare; rejuvenate its image; and become closer to its both current consumers and future ones. This dissertation was written with the objective of presenting to marketing students, the greatest and global NIVEA’s campaign ever, in fully detail; evaluate its performance in the Portuguese market; and the way how NIVEA has assessed the achievement of its short- and long-term objectives. These goals were achieved through a case study, which introduces NIVEA and the campaign in its global context and also all the campaign stages and elements respecting the Portuguese context and; moreover, through a quantitative analysis based on a conduction of an on-line survey. The main findings of thesis refer to the evaluation of the campaign’s outcomes, as well as, to NIVEA’s efficiency respecting marketing measurement performance. |
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100 years skincare for life : analysis and impact of NIVEA’s campaign in the portuguese marketDomínio/Área Científica::Ciências Sociais::Economia e GestãoIn 2011, NIVEA achieved one century of existence and felt the need of refocus on its core competence – skincare; rejuvenate its image; and become closer to its both current consumers and future ones. This dissertation was written with the objective of presenting to marketing students, the greatest and global NIVEA’s campaign ever, in fully detail; evaluate its performance in the Portuguese market; and the way how NIVEA has assessed the achievement of its short- and long-term objectives. These goals were achieved through a case study, which introduces NIVEA and the campaign in its global context and also all the campaign stages and elements respecting the Portuguese context and; moreover, through a quantitative analysis based on a conduction of an on-line survey. The main findings of thesis refer to the evaluation of the campaign’s outcomes, as well as, to NIVEA’s efficiency respecting marketing measurement performance.Celeste, Pedro Manuel Amador RodriguesVeritati - Repositório Institucional da Universidade Católica PortuguesaArruda, Ana de Almeida e Silva Neves2013-07-18T09:35:26Z2013-04-1020132013-04-10T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/12008TID:201090970enginfo: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:RCAAP2023-12-19T01:35:50Zoai:repositorio.ucp.pt:10400.14/12008Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:09:47.861652Repositório 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 |
100 years skincare for life : analysis and impact of NIVEA’s campaign in the portuguese market |
title |
100 years skincare for life : analysis and impact of NIVEA’s campaign in the portuguese market |
spellingShingle |
100 years skincare for life : analysis and impact of NIVEA’s campaign in the portuguese market Arruda, Ana de Almeida e Silva Neves Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
100 years skincare for life : analysis and impact of NIVEA’s campaign in the portuguese market |
title_full |
100 years skincare for life : analysis and impact of NIVEA’s campaign in the portuguese market |
title_fullStr |
100 years skincare for life : analysis and impact of NIVEA’s campaign in the portuguese market |
title_full_unstemmed |
100 years skincare for life : analysis and impact of NIVEA’s campaign in the portuguese market |
title_sort |
100 years skincare for life : analysis and impact of NIVEA’s campaign in the portuguese market |
author |
Arruda, Ana de Almeida e Silva Neves |
author_facet |
Arruda, Ana de Almeida e Silva Neves |
author_role |
author |
dc.contributor.none.fl_str_mv |
Celeste, Pedro Manuel Amador Rodrigues Veritati - Repositório Institucional da Universidade Católica Portuguesa |
dc.contributor.author.fl_str_mv |
Arruda, Ana de Almeida e Silva Neves |
dc.subject.por.fl_str_mv |
Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
In 2011, NIVEA achieved one century of existence and felt the need of refocus on its core competence – skincare; rejuvenate its image; and become closer to its both current consumers and future ones. This dissertation was written with the objective of presenting to marketing students, the greatest and global NIVEA’s campaign ever, in fully detail; evaluate its performance in the Portuguese market; and the way how NIVEA has assessed the achievement of its short- and long-term objectives. These goals were achieved through a case study, which introduces NIVEA and the campaign in its global context and also all the campaign stages and elements respecting the Portuguese context and; moreover, through a quantitative analysis based on a conduction of an on-line survey. The main findings of thesis refer to the evaluation of the campaign’s outcomes, as well as, to NIVEA’s efficiency respecting marketing measurement performance. |
publishDate |
2013 |
dc.date.none.fl_str_mv |
2013-07-18T09:35:26Z 2013-04-10 2013 2013-04-10T00:00:00Z |
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/10400.14/12008 TID:201090970 |
url |
http://hdl.handle.net/10400.14/12008 |
identifier_str_mv |
TID:201090970 |
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) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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1799131770372751360 |