Velosa, JorgeAntunes, BeatrizCorreia, Francisca Vieira de Campos HortaPinto, Leonor Maria Stock da Cunha SantiagoAndrade, Teresa Arantes Pedroso Posser deGodinho, Teresa Pereira dos Santos Santana2018-06-142023-01-202018-01-20http://hdl.handle.net/10362/39288Leader 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.engSuper Bock GroupStill water categoryVitalisCaramuloCaramulo careBeautyConvenienceEnvironmental and Social Sustainabilitymaster thesis201864428201862824201862832201864436201862840