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Makeup in pharmacies: how can Vichy Portugal grow its makeup category in pharmacies

2020-01-17Dissertação de mestrado Acesso aberto
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datacite.subject.fosCiências Sociais::Economia e Gestãopt_PT
dc.contributor.advisorKemna, Lena
dc.contributor.advisorSilveira, Catherine da
dc.contributor.authorSesinando, Maria José Ribeiro
dc.date.accessioned2020-10-13T13:24:08Z
dc.date.available2023-01-03T01:31:45Z
dc.date.issued2020-01-17
dc.date.submitted2020-01
dc.description.abstractThe makeup market in Portugal is considerably smallerthan inother countries. However, its significant growth led Vichy, a dermo-cosmetic brand, toinvest in it. Being the brand sold in pharmacies and drugstores–an underdeveloped makeup channel in Portugal–achallenge arose: “How can Vichy grow its makeup category in pharmacies?”. This issuewas addressed withprimary and secondary research, which concluded,amongst other findings,that consumersonly buy pharmacy makeupfor skin problems. Therefore, several recommendations to grow Vichy’s makeup were made, including a new positioning; packagingadjustments;solutions for pharmacies and a campaign forVichy’smakeup rebranding.pt_PT
dc.identifier.tid202493237pt_PT
dc.identifier.urihttp://hdl.handle.net/10362/105514
dc.language.isoengpt_PT
dc.relationNova School of Business and Economics
dc.subjectVichypt_PT
dc.subjectMakeuppt_PT
dc.subjectPharmacypt_PT
dc.subjectBrand managementpt_PT
dc.titleMakeup in pharmacies: how can Vichy Portugal grow its makeup category in pharmaciespt_PT
dc.typemaster thesis
dspace.entity.typePublication
oaire.awardNumberUID/ECO/00124/2013
oaire.awardTitleNova School of Business and Economics
oaire.awardURIinfo:eu-repo/grantAgreement/FCT/6817 - DCRRNI ID/UID%2FECO%2F00124%2F2013/PT
oaire.fundingStream6817 - DCRRNI ID
project.funder.identifierhttp://doi.org/10.13039/501100001871
project.funder.nameFundação para a Ciência e a Tecnologia
rcaap.rightsopenAccesspt_PT
rcaap.typemasterThesispt_PT
relation.isProjectOfPublication644a3f4f-817b-4d0d-aba6-f98cdca28bc7
relation.isProjectOfPublication.latestForDiscovery644a3f4f-817b-4d0d-aba6-f98cdca28bc7
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