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Re-enchanting the Dona Antónia sub-brand in Portugal: how can Dona Antónia strengthen its relationship with the vendors in order ti improve awareness in wine stores
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The Port wine brand Dona Antónia, a sub-brand of Porto Ferreira and part of the largest wine
trading company in Portugal, strives for higher growth in the Portuguese market. The primary
purpose of this thesis is to develop a marketing strategy for the Dona Antónia brand to expand it
on the Portuguese market. Consequently, a comprehensive analysis of the Port wine market,
including purchasing and consumption patterns, as well as an evaluation of the current brand
perception of Dona Antónia among business customers and end consumers, has been undertaken.
To obtain these insights, mystery shopping, in-depth interviews, and a quantitative survey were
conducted. Based on the findings a set of recommendations will be developed. They consist of (1)
overcoming the lack of appeal of the Port wine category to younger generations on the Portuguese
market by demystifying the beverage, increasing young consumers’ Port wine knowledge, and
enhancing targeted marketing; (2) adjusting Dona Antónia’s narrative, packaging, and product line
to attract a younger Portuguese audience mostly through product initiatives and rearrangements in
terms of brand and product articulation; (3) utilizing traditional and digital advertising, events,
collaborations, and digital tools to develop a communication strategy that will appeal to Portuguese
Millennials and Gen Z; (4) increasing the brand’s latent potential among the older generation,
thereby fostering the relationship and acquiring new customers via distinct marketing channels;
and (5) overcoming the lack of brand awareness among business partners by employing a
communication strategy that repositions the brand at the top of the minds of business clients.
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Port wine Marketing strategy Experience Cooperation Innovation Relationship marketing Trust Satisfaction Commitment Relationship quality Brand identity