Publicação
Targeting and repositioning the lancers brand in the Portuguese rosé wine market
| datacite.subject.fos | Ciências Sociais::Economia e Gestão | pt_PT |
| dc.contributor.advisor | Lages, Carmen | |
| dc.contributor.author | Rodrigues, Inês Simões Ribeiro | |
| dc.date.accessioned | 2022-01-17T10:56:45Z | |
| dc.date.available | 2024-05-21T00:30:34Z | |
| dc.date.issued | 2021-06-17 | |
| dc.date.submitted | 2021-05-21 | |
| dc.description.abstract | José Maria da Fonseca, a recognized Portuguese winemaker, is growing in the domestic market. However, one of its eldest brands, Lancers(a brand of mainly rosé), has been struggling despite several repositioning at tempts. The developing rosé wine market led to the conduction of a market research to examine the behavior of Portuguese consumers and assess the most adequate target market and positioning for Lancers. The results show that Lancers’ ideal target audience are mature wine drinkers, and it should be positioned as a top-quality brand offering a great social and gastronomical experience, as opposed to the firm’s current marketing strategy. | pt_PT |
| dc.identifier.tid | 202770591 | pt_PT |
| dc.identifier.uri | http://hdl.handle.net/10362/130981 | |
| dc.language.iso | eng | pt_PT |
| dc.relation | Nova School of Business and Economics | |
| dc.subject | Marketing strategy | pt_PT |
| dc.subject | Positioning | pt_PT |
| dc.subject | Rosé wine | pt_PT |
| dc.subject | Market research | pt_PT |
| dc.title | Targeting and repositioning the lancers brand in the Portuguese rosé wine market | 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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