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Título: STUDY OF THE WINE BRAND ERBEN
Autor(es): FRANZ WILHELM CHRISTIAN P LANGGUTH
Colaborador(es): HELENE BERTRAND - Orientador
Catalogação: 24/NOV/2008 Língua(s): PORTUGUESE - BRAZIL
Tipo: TEXT Subtipo: SENIOR PROJECT
Notas: [pt] Todos os dados constantes dos documentos são de inteira responsabilidade de seus autores. Os dados utilizados nas descrições dos documentos estão em conformidade com os sistemas da administração da PUC-Rio.
[en] All data contained in the documents are the sole responsibility of the authors. The data used in the descriptions of the documents are in conformity with the systems of the administration of PUC-Rio.
Referência(s): [pt] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/TFCs/consultas/conteudo.php?strSecao=resultado&nrSeq=12517@1
[en] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/TFCs/consultas/conteudo.php?strSecao=resultado&nrSeq=12517@2
DOI: https://doi.org/10.17771/PUCRio.acad.12517
Resumo:
This case study coonsists of an analysis of the revitalization process of the Erben wine brand in order to gain a new sales impulse in the german market. Theories, corporational and mercadological documents just as interviews with decision makers of the company helped to recognize that the the companies main problem consists of increasing sales volume of the product category B and C. Meanwhile, the strategies adopted where line-extension and the development of a variety of luxury products within the Erben line. The need for increasing sales volume where neglected.
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