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Re-enchanting the dona Antónia sub-brand in Portugal: how can dona Antónia strengthen its relationship with baby boomers and generation x
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Orientador(es)
Resumo(s)
Dona Antónia, a sub-brand of Porto Ferreira and part of Portugal's largest wine trading
company, strives for higher growth in the Portuguese market. This Work Project focuses on the
development of marketing and communication initiatives to increase the brand's latent potential
among the older generation, with a focus on Baby Boomers and Generation X consumers, thereby
fostering the relationship with existing clientele and making the brand more appealing to potential
new consumers via distinct marketing channels to strengthen the consumer-brand relationship.
Descrição
Palavras-chave
Port Wine Communication Baby boomers Generation x Customer relationship Crm