Re-enchanting the dona Antónia sub-brand in Portugal: how can dona Antónia strengthen its relationship with baby boomers and generation x

Detalhes bibliográficos
Autor(a) principal: Pombo, Mariana Isabel Pereira Martins Reis
Data de Publicação: 2022
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/157241
Resumo: Dona Antónia, a sub-brand of Porto Ferreira and part of Portugal's largest wine trading company, strives for higher growth in the Portuguese market. This Work Project focuses on the development of marketing and communication initiatives to increase the brand's latent potential among the older generation, with a focus on Baby Boomers and Generation X consumers, thereby fostering the relationship with existing clientele and making the brand more appealing to potential new consumers via distinct marketing channels to strengthen the consumer-brand relationship.
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spelling Re-enchanting the dona Antónia sub-brand in Portugal: how can dona Antónia strengthen its relationship with baby boomers and generation xPortWineCommunicationBaby boomersGeneration xCustomer relationshipCrmDomínio/Área Científica::Ciências Sociais::Economia e GestãoDona Antónia, a sub-brand of Porto Ferreira and part of Portugal's largest wine trading company, strives for higher growth in the Portuguese market. This Work Project focuses on the development of marketing and communication initiatives to increase the brand's latent potential among the older generation, with a focus on Baby Boomers and Generation X consumers, thereby fostering the relationship with existing clientele and making the brand more appealing to potential new consumers via distinct marketing channels to strengthen the consumer-brand relationship.Silveira, Catherine daMaman, Anne-FloreRUNPombo, Mariana Isabel Pereira Martins Reis2023-01-172022-12-162026-12-16T00:00:00Z2023-01-17T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/157241TID:203313500enginfo: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:RCAAP2024-03-11T05:39:33Zoai:run.unl.pt:10362/157241Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:56:38.136090Repositório 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 Re-enchanting the dona Antónia sub-brand in Portugal: how can dona Antónia strengthen its relationship with baby boomers and generation x
title Re-enchanting the dona Antónia sub-brand in Portugal: how can dona Antónia strengthen its relationship with baby boomers and generation x
spellingShingle Re-enchanting the dona Antónia sub-brand in Portugal: how can dona Antónia strengthen its relationship with baby boomers and generation x
Pombo, Mariana Isabel Pereira Martins Reis
Port
Wine
Communication
Baby boomers
Generation x
Customer relationship
Crm
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
title_short Re-enchanting the dona Antónia sub-brand in Portugal: how can dona Antónia strengthen its relationship with baby boomers and generation x
title_full Re-enchanting the dona Antónia sub-brand in Portugal: how can dona Antónia strengthen its relationship with baby boomers and generation x
title_fullStr Re-enchanting the dona Antónia sub-brand in Portugal: how can dona Antónia strengthen its relationship with baby boomers and generation x
title_full_unstemmed Re-enchanting the dona Antónia sub-brand in Portugal: how can dona Antónia strengthen its relationship with baby boomers and generation x
title_sort Re-enchanting the dona Antónia sub-brand in Portugal: how can dona Antónia strengthen its relationship with baby boomers and generation x
author Pombo, Mariana Isabel Pereira Martins Reis
author_facet Pombo, Mariana Isabel Pereira Martins Reis
author_role author
dc.contributor.none.fl_str_mv Silveira, Catherine da
Maman, Anne-Flore
RUN
dc.contributor.author.fl_str_mv Pombo, Mariana Isabel Pereira Martins Reis
dc.subject.por.fl_str_mv Port
Wine
Communication
Baby boomers
Generation x
Customer relationship
Crm
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
topic Port
Wine
Communication
Baby boomers
Generation x
Customer relationship
Crm
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
description Dona Antónia, a sub-brand of Porto Ferreira and part of Portugal's largest wine trading company, strives for higher growth in the Portuguese market. This Work Project focuses on the development of marketing and communication initiatives to increase the brand's latent potential among the older generation, with a focus on Baby Boomers and Generation X consumers, thereby fostering the relationship with existing clientele and making the brand more appealing to potential new consumers via distinct marketing channels to strengthen the consumer-brand relationship.
publishDate 2022
dc.date.none.fl_str_mv 2022-12-16
2023-01-17
2023-01-17T00:00:00Z
2026-12-16T00:00:00Z
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/10362/157241
TID:203313500
url http://hdl.handle.net/10362/157241
identifier_str_mv TID:203313500
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv 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
repository.mail.fl_str_mv
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