How to achieve top line profitable growth in the still water category for the brands Vitalis and Caramulo

Antunes, Beatriz; Correia, Francisca Vieira de Campos Horta; Pinto, Leonor Maria Stock da Cunha Santiago; Andrade, Teresa Arantes Pedroso Posser de; Godinho, Teresa Pereira dos Santos Santana

http://hdl.handle.net/10362/39288

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Autores

Antunes, Beatriz

Correia, Francisca Vieira de Campos Horta

Pinto, Leonor Maria Stock da Cunha Santiago

Andrade, Teresa Arantes Pedroso Posser de

Godinho, Teresa Pereira dos Santos Santana

Orientador(es)

Velosa, Jorge

Resumo(s)

Leader in the beer market in Portugal, Super Bock Group is the second biggest player in the still bottled water category, owning two brands: Vitalis and Caramulo. With a past focus only on Vitalis, the company expressed concerns about Caramulo positioning in the market, leading to an interest in exploring new opportunities. By analysing the still bottled water industry, pinpointing the main trends, and evaluating the consumer’s habits and purchase behaviors, a growth opportunity was identified within the environmental and social sustainability; convenience; and beauty segments. The proposals for Vitalis, offer a solution to solve the goal established by SBG.

Palavras-chave

Super Bock Group Still water category Vitalis Caramulo Caramulo care Beauty Convenience Environmental and Social Sustainability

URI

http://hdl.handle.net/10362/39288

Coleções

NSBE - MA Dissertations

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