Publicação
Brand extensions: A marketing plan for the launching of a tea product line applied to Luso
| Resumo: | This thesis project has the main goal of developing a strategic and operational marketing plan to support the launching of a tea product range by Luso directed to healthy minded consumers. The launching process will take place in Portuguese market during the summer of 2013. In this marketing plan was identified the potential market size and set actions for the new product proposal implementation, Luso Tea. This was achieved through the acquisition of knowledge from scientific research analysis that contributed to more consistent action plan definition. In an intermediary step was made a deep and crucial market, company and competitive analysis becoming possible to do a coherent product concept, support and communication. To really understand how to make an optimal product to healthy minded consumers was made a complete profiling of these target, leading to an adapted marketing strategy where was design all marketing mix components. |
|---|---|
| Autores principais: | Santos, João Paulo Coelho dos |
| Assunto: | Marketing plan Brand extension Launching Healthy consumer Tea Plano de marketing Lançamento de extensões de marca Consumidor saudável Chá |
| Ano: | 2013 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | ISCTE |
| Idioma: | inglês |
| Origem: | Repositório ISCTE |
| Resumo: | This thesis project has the main goal of developing a strategic and operational marketing plan to support the launching of a tea product range by Luso directed to healthy minded consumers. The launching process will take place in Portuguese market during the summer of 2013. In this marketing plan was identified the potential market size and set actions for the new product proposal implementation, Luso Tea. This was achieved through the acquisition of knowledge from scientific research analysis that contributed to more consistent action plan definition. In an intermediary step was made a deep and crucial market, company and competitive analysis becoming possible to do a coherent product concept, support and communication. To really understand how to make an optimal product to healthy minded consumers was made a complete profiling of these target, leading to an adapted marketing strategy where was design all marketing mix components. |
|---|