Publicação
Sogrape: how to successfully launch a red wine brand in a category led by price and no other brands
| datacite.subject.fos | Ciências Sociais::Economia e Gestão | pt_PT |
| dc.contributor.advisor | Velosa, Jorge | |
| dc.contributor.advisor | Sodagar, Nina | |
| dc.contributor.author | César, Pedro Guilherme Sena Ferreira Da Silva | |
| dc.date.accessioned | 2021-09-03T13:40:15Z | |
| dc.date.embargo | 2026-01-04 | |
| dc.date.issued | 2021-01-19 | |
| dc.date.submitted | 2021-01-04 | |
| dc.description.abstract | The Portuguese wine market is diverse and challenging with a wide array of wines offered. Moreover, the market is also highly price and promotion sensitive, creating a daunting mission for a brand to stand out. Sogrape’s challenge is to create a new red wine brand to target younger consumers, who feel disconnected from the wine category. This report analyzes how Evaristo can gain full market coverage and become established as a dominant player in the Lisbon red wines category. Consequently, extensive research, marketing mix and implementation were developed for Evaristo, to attract young adults to the red wine category. | pt_PT |
| dc.identifier.tid | 202739007 | pt_PT |
| dc.identifier.uri | http://hdl.handle.net/10362/123769 | |
| dc.language.iso | eng | pt_PT |
| dc.subject | Keywords: sogrape | pt_PT |
| dc.subject | Marketing plan | pt_PT |
| dc.subject | Red wine | pt_PT |
| dc.subject | Alcoholic beverages | pt_PT |
| dc.subject | Evaristo | pt_PT |
| dc.title | Sogrape: how to successfully launch a red wine brand in a category led by price and no other brands | pt_PT |
| dc.type | master thesis | |
| dspace.entity.type | Publication | |
| rcaap.rights | embargoedAccess | pt_PT |
| rcaap.type | masterThesis | pt_PT |
| thesis.degree.name | A Work Project, presented as part of the requirements for the Award of a Masters Double Degree in Management and International Business from the NOVA – School of Business and Economics and Maastricht University Faculty of Economics and Business Administration | pt_PT |
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