Publication
Targeting and repositioning the lancers brand in the Portuguese rosé wine market
| Summary: | José Maria da Fonseca ,are cognized Portuguese wine maker, is growing in the domestic market. However, one of its eldest brands, Lancers(a brand of mainly rosé), has been struggling despite several reposition in gat tempts. The developing rosé wine market led to the conduction of a market research to examine the behavior of Portuguese assess the most adequate target market and positioning for Lancers. The results show that Lancers’ ideal target audience are mature wine drinkers, and its hould be positioned as a top-quality brand offering a great social and gastronomical experience, as opposed to the firm’s current marketing strategy. |
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| Main Authors: | Leandro, Rita Maria De Oliveira Pedro |
| Subject: | Marketing strategy Repositioning Rosé wine Market research |
| Year: | 2021 |
| Country: | Portugal |
| Document type: | master thesis |
| Access type: | open access |
| Associated institution: | Universidade Nova de Lisboa |
| Language: | English |
| Origin: | Repositório Institucional da UNL |
| Summary: | José Maria da Fonseca ,are cognized Portuguese wine maker, is growing in the domestic market. However, one of its eldest brands, Lancers(a brand of mainly rosé), has been struggling despite several reposition in gat tempts. The developing rosé wine market led to the conduction of a market research to examine the behavior of Portuguese assess the most adequate target market and positioning for Lancers. The results show that Lancers’ ideal target audience are mature wine drinkers, and its hould be positioned as a top-quality brand offering a great social and gastronomical experience, as opposed to the firm’s current marketing strategy. |
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