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Re-enchanting the dona Antónia sub-brand in Portugal: what can be adjusted in terms of narrative, packaging, and product line to attract younger clientele without losing current consumers

2023-01-17Dissertação de mestrado Acesso embargado
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datacite.subject.fosCiências Sociais::Economia e Gestãopt_PT
dc.contributor.advisorSilveira, Catherine da
dc.contributor.advisorLarraufie, Anne-Flore
dc.contributor.authorMoreira, Mariana Dinis Gomes
dc.date.accessioned2023-09-02T12:46:04Z
dc.date.embargo2026-12-16
dc.date.issued2023-01-17
dc.date.submitted2022-12-16
dc.description.abstractPorto Ferreira’s sub-brand Dona Antónia has its roots in tradition and the experience of centuries old history. Considering the strategic goal of the brand to grow its market presence in the national market, given the overall specificities of the Port wine category, it faces a set of challenges namely visible among the younger cohort of consumers. Therefore, this Work Project focuses on adjusting the narrative, packaging, and product line of the Dona Antónia sub-brand, aiming to attract a younger audience without alienating its existing consumer base. The derived recommendations fall upon recruiting new consumers through product initiatives and rearrangements in terms of brand and product articulation.pt_PT
dc.identifier.tid203313496pt_PT
dc.identifier.urihttp://hdl.handle.net/10362/157240
dc.language.isoengpt_PT
dc.relationUID/ECO/00124/2013pt_PT
dc.subjectPort winept_PT
dc.subjectProductpt_PT
dc.subjectStrategypt_PT
dc.subjectBrandingpt_PT
dc.subjectInnovationpt_PT
dc.subjectCollaborationspt_PT
dc.titleRe-enchanting the dona Antónia sub-brand in Portugal: what can be adjusted in terms of narrative, packaging, and product line to attract younger clientele without losing current consumerspt_PT
dc.typemaster thesis
dspace.entity.typePublication
rcaap.rightsembargoedAccesspt_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