TRABALHOS DE FIM DE CURSO @PUC-Rio
| Título: | THE CLASSICS REVOLUTION: ANALYSIS OF THE MARKETING STRATEGY OF JACK AND COKE IN BRAZIL. | ||||||||||||
| Autor(es): |
MARIA VITORIA NASCIMENTO PESSANHA |
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| Colaborador(es): |
VIVIAN PEUKER SARDON STEINHAUSER - Orientador |
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| Catalogação: | 19/DEZ/2023 | 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=65598@1 [en] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/TFCs/consultas/conteudo.php?strSecao=resultado&nrSeq=65598@2 |
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| DOI: | https://doi.org/10.17771/PUCRio.acad.65598 | ||||||||||||
| Resumo: | |||||||||||||
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The alcoholic beverage market in Brazil has undergone profound changes in recent years. One of the most notable shifts is the increasing consumer demand for ready-to-drink beverages and innovative experiences. In this scenario, the launch of Jack and Coke in the Brazilian market stands out by combining the timeless Jack Daniel s whiskey with the unmistakable flavor of Coca-Cola, resulting in a strategic fusion of classics. The aim of this work is to analyze the marketing strategy of Jack and Coke in Brazil, seeking to understand the brand differentiation and its positioning strategy, as well as identifying the main opportunities and challenges faced by the new beverage in this context.
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