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Can affirming ultra suave as the most natural brand in the mass market make it the market leader in Portugal?
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Orientador(es)
Resumo(s)
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.
Descrição
Palavras-chave
Brand management Ultra suave Hair care market Natural segment