TRABALHOS DE FIM DE CURSO @PUC-Rio
| Título: | ACHIEVING COMPETITIVENESS TROUGH BRANDING TECHNIQUES: STUDYING THE CASE OF THE LAUNCHING OF VIGOR GREGO IN BRASIL | ||||||||||||
| Autor(es): |
GISELLE GUIMARAES GOMES |
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| Colaborador(es): |
MARINA DE CASTRO FRID - Orientador |
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| Catalogação: | 17/FEV/2017 | Língua(s): | PORTUGUESE - BRAZIL |
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| 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. |
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| Referência(s): |
[pt] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/TFCs/consultas/conteudo.php?strSecao=resultado&nrSeq=29188@1 [en] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/TFCs/consultas/conteudo.php?strSecao=resultado&nrSeq=29188@2 |
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| DOI: | https://doi.org/10.17771/PUCRio.acad.29188 | ||||||||||||
| Resumo: | |||||||||||||
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This study seeks to examine some aspects of the communication and brand management in the dairy market in Brazil. Through the analysis of an specific case, the launching of a new yogurt brand, Vigor Grego, this paper aims to investigate some of the determining factors for the success of a product in its category, particularly in the competitive dairy retail. In this sense, the study reflects on the utilization of certain strategies and practices as a way of differentiation, added value gain and thus increase of market share. The focus is specifically on the pioneering initiative of Vigor company to launch a new line of products in Brazil, the greek yogurt, based on a theoretical review of some concepts, methods and strategies related to branding and brand-equity.
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