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Sogrape: how to successfully launch a red wine brand in a category led by price and no other brands

2021-03-22Dissertação de mestrado Acesso aberto
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datacite.subject.fosCiências Sociais::Economia e Gestãopt_PT
dc.contributor.advisorVelosa, Jorge
dc.contributor.advisorSodagar, Nina
dc.contributor.authorKerth, Katheryn Emily
dc.date.accessioned2021-09-04T16:09:02Z
dc.date.available2026-01-04T01:30:19Z
dc.date.issued2021-03-22
dc.date.submitted2021-01-04
dc.description.abstractThe Portuguese wine market is diverse and challengingwith 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.tid202741907pt_PT
dc.identifier.urihttp://hdl.handle.net/10362/123858
dc.language.isoengpt_PT
dc.subjectSograpept_PT
dc.subjectMarketing planpt_PT
dc.subjectRed winept_PT
dc.subjectAlcoholic beveragespt_PT
dc.subjectEvaristopt_PT
dc.titleSogrape: how to successfully launch a red wine brand in a category led by price and no other brandspt_PT
dc.typemaster thesis
dspace.entity.typePublication
rcaap.rightsopenAccesspt_PT
rcaap.typemasterThesispt_PT
thesis.degree.nameA Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economicspt_PT

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NSBE - MA Dissertations