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How to successfully position the terra collection by Costa Verde in the Portuguese fine dining market? - Branding strategy
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Resumo(s)
The fine dining market has significantly increased over the past years, mainly due to the tourism
phenomenon and the growth of the luxury experiences market. Taking advantage of this
opportunity, Costa Verde - a Portuguese porcelain company – has decided to enter this market
for the first time with a new disruptive collection, Terra. This work project serves the purpose
of elaborating a branding strategy for the launch of this collection in Portugal, with the ultimate
goal of elevating Costa Verde’s brand. To support all decisions, a literature review was
conducted, as well as interviews and questionnaires to MICHELIN Guide restaurants.
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Palavras-chave
Tableware Fine dining Michelin guide Brand awareness Positioning