Which communication strategy should a male luxury (fashion) brand – associated with a luxury car brand – develop, in order to increase its awareness in Europe

This work project explores how a male luxury (fashion) brand (subsidiary) that is associated with a luxury car brand (parent company) should develop its communication strategy in order to increase awareness in Europe. For this purpose a quantitative research was conducted. The aim was to find out whether the company in question had low brand awareness among European luxury consumers. Hereafter, a qualitative research revealed important insights in regard to luxury communication among male luxury consumers. Both the results of the research and the recommendations of luxury experts laid the foundation for the development of a solution-oriented communication strategy. The result of the analysis crystallizes the importance of the shared heritage and the synergistic effects, of which the subsidiary should make vast use when communicating.

A descoberta da Dupla Hélice do DNA: contributo para possíveis narrativas

Até ao final dos anos 40, o DNA não era reconhecido como portador da informação genética. Era uma molécula demasiado simples, difícil de isolar e incompatível com os métodos de análise da química orgânica e da biologia. Quando alguns cientistas começam a acreditar na importância do DNA, percebem que são incapazes, tecnicamente, de determinar a sua estrutura. É nesse espírito que James Watson vai para a Europa e, na primavera de 1951, ao assistir à conferência de Maurice Wilkins, da King’s College, onde vê uma fotografia do padrão de difração de raios X, percebe que será esta a técnica chave para a determinação da estrutura do DNA e, subsequentemente, dos segredos da vida. É este o início de uma das possíveis narrativas sobre uma das principais descobertas científicas do séc. XX que muitas vezes se reduz a: “A dupla hélice do DNA foi descoberta em 1953 por Watson e Crick”. Esta dissertação propõe-se a demonstrar que, apesar de em termos estritos, se tratar de uma afirmação verdadeira, não é suficiente para garantir uma experiência pedagógica significativa, nem fazer jus ao que é o funcionamento da ciência, com todas as implicações humanas, contextuais, éticas, consequências e impacto.

How to increase brand value expanding the category and brand presence to the main meal occasion for Sumol- Compal

Having registered negative retail value growth of 4% in Portugal in 2014, the juice category is set to decline further by 5,5% until 2019. Manufacturers of juices and nectars are therefore increasingly looking for new categories in order to balance this negative forecast in their home territory. One apparent growth opportunity for Compal, the leading producer of juices and nectars, is to expand its commercial reach to new occasions of consumption. This report carefully analyzes the opportunities related to an expansion to the main meal occasion and introduces a complete marketing and communications plan for a possible new main meal juice, Compal à Mesa. The product concept represents a rather premium positioning for the main meal occasion, including new flavor mixes that are targeted at different occasions of meals. The justification of the introduced concept includes a discussion of the primary and secondary research that was performed

Influence of employee volunteering on brand commitment

Purpose – The purpose of this paper is to explore the impact of corporate volunteering on employee bonding and to understand the barriers and motivation to participation in these events. In contrast to other studies the participants volunteer in their spare time without expecting any financial reward. Design/methodology/approach – Employees (n 3951) of a logistic company participated in the study based on an online questionnaire with 6 items and open questions. The employee sample was divided into 3 groups depending on the frequency of participation in volunteering events. Findings – Significant differences were found on bonding between the three groups. In addition, the relevance of control variables like gender, age and job level were obtained. Furthermore a moderation effect of motivation was found. The results were interpreted within the broader context that ties motivation theory, organizational identification and social exchange theory.

Kiehl's brand advocates

Field lab: Business project

The consumption of beauty products on famale young adults in Portugal. Recommenrations for the brand Lancôme to improve its store trafic

This project aims to explore the Portuguese Beauty and Cosmetics market, and to discuss the usage and purchase behaviour of young female adults, between 18 and 26 years old. After a market analysis based on secondary data, it evaluates the results of qualitative and quantitative research based on 9 interviews and 126 online questionnaires to explore the consumers’ reasoning when choosing products from this category – fragrances, skin care or make-up – as well as their attitude towards brands, with a special focus on the premium cosmetics brand Lancôme. Contrary to our expectations there was no statistically significant positive influence of the online touchpoints within this age segment’s purchase intention. However, results indicate that Lancôme is already being perceived by some as young and modern, but is still suffering the threat of Mass Market brands that are valued by this target, mainly due to a price sensitivity towards premium beauty brands.