Publicação
Can affirming ultra suave as the most natural brand in the mass market make it the market leader in Portugal?
| datacite.subject.fos | Ciências Sociais::Economia e Gestão | pt_PT |
| dc.contributor.advisor | Silveira, Catherine da | |
| dc.contributor.author | Cardoso, Teresa Maria Correia De Sampaio Barreiros | |
| dc.date.accessioned | 2021-08-25T10:58:58Z | |
| dc.date.available | 2021-08-25T10:58:58Z | |
| dc.date.issued | 2021-01-11 | |
| dc.date.submitted | 2021-01-02 | |
| dc.description.abstract | 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. | pt_PT |
| dc.identifier.tid | 202742539 | pt_PT |
| dc.identifier.uri | http://hdl.handle.net/10362/123097 | |
| dc.language.iso | eng | pt_PT |
| dc.relation | Nova School of Business and Economics | |
| dc.subject | Brand management | pt_PT |
| dc.subject | Ultra suave | pt_PT |
| dc.subject | Hair care market | pt_PT |
| dc.subject | Natural segment | pt_PT |
| dc.title | Can affirming ultra suave as the most natural brand in the mass market make it the market leader in Portugal? | pt_PT |
| dc.type | master thesis | |
| dspace.entity.type | Publication | |
| oaire.awardNumber | UID/ECO/00124/2013 | |
| oaire.awardTitle | Nova School of Business and Economics | |
| oaire.awardURI | info:eu-repo/grantAgreement/FCT/6817 - DCRRNI ID/UID%2FECO%2F00124%2F2013/PT | |
| oaire.fundingStream | 6817 - DCRRNI ID | |
| project.funder.identifier | http://doi.org/10.13039/501100001871 | |
| project.funder.name | Fundação para a Ciência e a Tecnologia | |
| rcaap.rights | openAccess | pt_PT |
| rcaap.type | masterThesis | pt_PT |
| relation.isProjectOfPublication | 644a3f4f-817b-4d0d-aba6-f98cdca28bc7 | |
| relation.isProjectOfPublication.latestForDiscovery | 644a3f4f-817b-4d0d-aba6-f98cdca28bc7 | |
| thesis.degree.name | A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics | pt_PT |
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