Publicação
Can affirming ultra suave as the most natural brand in the mass market make it the market leader in Portugal?
| Resumo: | Ultra Suave is a hair care brand from the L’Oréal Group, that belongs to the natural segment of the Portuguese hair care market, and that represents 14.2% of the total market share. Ultra Suave is the number two brand in Portugal. Even so, it has been losing market share, mainly due to it not being sufficiently perceived as a natural brand. Ultra Suave is already taking actions that aim to emphasize its brand positioning of being perceived as a natural brand by consumers. As such, this Project addresses whether Ultra Suave can affirm itself as the most natural brand in the mass market in Portugal. |
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| Autores principais: | Cardoso, Teresa Maria Correia De Sampaio Barreiros |
| Assunto: | Brand management Ultra suave Hair care market Natural segment |
| 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 |
| Resumo: | Ultra Suave is a hair care brand from the L’Oréal Group, that belongs to the natural segment of the Portuguese hair care market, and that represents 14.2% of the total market share. Ultra Suave is the number two brand in Portugal. Even so, it has been losing market share, mainly due to it not being sufficiently perceived as a natural brand. Ultra Suave is already taking actions that aim to emphasize its brand positioning of being perceived as a natural brand by consumers. As such, this Project addresses whether Ultra Suave can affirm itself as the most natural brand in the mass market in Portugal. |
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