Silveira, Catherine daLarraufie, Anne-FlorePombo, Mariana Isabel Pereira Martins Reis2023-09-022023-01-172022-12-16http://hdl.handle.net/10362/157241Dona 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.engPortWineCommunicationBaby boomersGeneration xCustomer relationshipCrmmaster thesis203313500