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Targeting and repositioning the lancers brand in the Portuguese rosé wine market

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Resumo:José Maria da Fonseca, a recognized Portuguese winemaker, is growing in the domestic market. However, one of its eldest brands, Lancers(a brand of mainly rosé), has been struggling despite several repositioning at tempts. The developing rosé wine market led to the conduction of a market research to examine the behavior of Portuguese consumers and assess the most adequate target market and positioning for Lancers. The results show that Lancers’ ideal target audience are mature wine drinkers, and it should be positioned as a top-quality brand offering a great social and gastronomical experience, as opposed to the firm’s current marketing strategy.
Autores principais:Rodrigues, Inês Simões Ribeiro
Assunto:Marketing strategy Positioning Rosé wine Market research
Ano:2021
País:Portugal
Tipo de documento:dissertação de mestrado
Tipo de acesso:acesso aberto
Instituição associada:Universidade Nova de Lisboa
Idioma:inglês
Origem:Repositório Institucional da UNL

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