Publicação
Sales recovery plan for a NRT brand in the Portuguese market
| Resumo: | Tobacco consumption and nicotine addiction remain leading public health concerns. In Portugal, while smoking prevalence has declined, the adoption of Nicotine Replacement Therapy (NRT) remains limited compared to other European countries. Recent market shifts, including regulatory changes, competitor exits, and new product introductions, have influenced consumer behavior and competitive dynamics. These factors present both challenges and opportunities for NRT brands operating in the Portuguese market. During these changes, the NRT brand in scope, has experienced a decline in market share, raising concerns about its long-term competitiveness. Factors such as evolving consumer preferences, new competitive landscape, and gaps in marketing and distribution strategies have contributed to this downward trend. Addressing these challenges is crucial for ensuring the brand remains a viable option for individuals seeking to quit smoking. This study aims to develop a strategic sales recovery plan by identifying key market trends, understanding consumer motivations, evaluating the competitive landscape, and proposing actionable recommendations to improve the brand’s positioning and performance. A mixed-methods approach was adopted, integrating qualitative and quantitative data analysis, including an external situational assessment (PESTE analysis, market evaluation, competitor landscape, and consumer insights) and an internal brand assessment by conducting interviews. A SWOT analysis was conducted to identify key strategic opportunities, forming the basis of the recovery plan. The study proposes ten key strategic actions, including strengthening pharmacy partnerships, enhancing in-store execution, launching a new communication campaign, and leveraging digital marketing initiatives. These actions aim to increase brand attractiveness, optimize consumer engagement, and ultimately drive sales recovery. |
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| Autores principais: | Gaibino, Carolina Espadinha |
| Assunto: | Nicotine Nicotine addiction Smoking cessation NRT Tabaco -- Tobacco Nicotina Dependência nicotínica Cessação tabágica Terapia de substituição nicotínica |
| Ano: | 2025 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | ISCTE |
| Idioma: | inglês |
| Origem: | Repositório ISCTE |
| Resumo: | Tobacco consumption and nicotine addiction remain leading public health concerns. In Portugal, while smoking prevalence has declined, the adoption of Nicotine Replacement Therapy (NRT) remains limited compared to other European countries. Recent market shifts, including regulatory changes, competitor exits, and new product introductions, have influenced consumer behavior and competitive dynamics. These factors present both challenges and opportunities for NRT brands operating in the Portuguese market. During these changes, the NRT brand in scope, has experienced a decline in market share, raising concerns about its long-term competitiveness. Factors such as evolving consumer preferences, new competitive landscape, and gaps in marketing and distribution strategies have contributed to this downward trend. Addressing these challenges is crucial for ensuring the brand remains a viable option for individuals seeking to quit smoking. This study aims to develop a strategic sales recovery plan by identifying key market trends, understanding consumer motivations, evaluating the competitive landscape, and proposing actionable recommendations to improve the brand’s positioning and performance. A mixed-methods approach was adopted, integrating qualitative and quantitative data analysis, including an external situational assessment (PESTE analysis, market evaluation, competitor landscape, and consumer insights) and an internal brand assessment by conducting interviews. A SWOT analysis was conducted to identify key strategic opportunities, forming the basis of the recovery plan. The study proposes ten key strategic actions, including strengthening pharmacy partnerships, enhancing in-store execution, launching a new communication campaign, and leveraging digital marketing initiatives. These actions aim to increase brand attractiveness, optimize consumer engagement, and ultimately drive sales recovery. |
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