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- Dove in the skin cleansing category case study : do private labels represent a threat?Publication . Silva, Maria Alves Pereira Teixeira e; Celeste, PedroDuring the past years, the Portuguese retail mass market had been witnessing some changes in the consumers shopping habits. There are several reasons that might explain this fact. One of the main reasons for this phenomenon is the financial crisis, forcing consumers to change some of their habits. Over the years the retail mass market has been changing and adapting to new trends. In general, brands are enlarging their product portfolios in order to face competition and to try to reach every consumer segment – decreasing the product differentiation. Brands are now challenged to stand out in categories where sometimes products’ benefits are very alike. Given the decrease in product differentiation and the Portuguese consumer adaptation to the economic environment, the number of private labels purchased has been increasing. As a consequence, the variation in the perceived quality between NBs and PLBs is decreasing, resulting into the use of price as the deciding factor. Despite the veracity of price being the ultimate deciding factor in some categories (such as food), in the skin cleansing category the same cannot be concluded. As a market leader in the category, Dove represents an example of success in an industry where wining a price war is crucial. This research tries to unveil some of reasons behind this success. Much of the success is due to the nature of each category. This nature will vary according to variables such as risk of purchase, price consciousness and others which will lead to a higher propensity towards national brands.
- How to increase e-mail marketing campaigns' credibilityPublication . Marcelino, Ana Cristina de Matos; Costa, Ana Isabel Almeida; Jorge, Fernando SantosPromotional e-mails are one of the most effective digital marketing tools. However, companies are still struggling with the development of e-mail marketing campaigns that are both credible and engaging. This dissertation reviewed academic and practitioners’ publications on the determinants of e-mail marketing effectiveness, namely sending details, sender and subject line and message design. Three factors were identified as being potentially relevant, but poorly understood: using brand/company name on the sender, personally addressing e-mail messages and providing the campaign’s current click-through rate (CTR) (as a measure of its social engagement). The significance of the positive effects of these variables on campaign opening rate (OR), CTR and conversion rate (CR), respectively, were experimentally confirmed through the performance of 2 A/B tests both in the health industry and a quasi-experiment on the manufacturing industry. Secondary data was collected and analysed to compare the results of both experiments with the benchmark of the respective industry. These findings can be used by brands and agencies to design more credible and engaging e-mail marketing campaigns.
- Sinergias entre marcas : o caso Gold ManPublication . Genevrois, Laura Cristina Penedo; Soares, Fátima Patrícia Nunes da Encarnação Marques DiasEste relatório descreve o percurso efetuado ao longo do estágio, todas as experiências relevantes, as competências adquiridas, as dificuldades sentidas, as frustrações diárias e os êxitos alcançados. Aprofunda também uma questão fundamental que se prende com a arquitetura atual da marca Gold Man e com a necessidade de a alterar para que as suas marcas possam aumentar os lucros e ganhar mais impacto. Como defendem Kotler e Kapferer, atualmente, o capital principal de uma empresa é constituído pelas suas marcas, consideradas como os ativos mais perduráveis e mais valiosos de uma empresa, acima de quaisquer produtos ou instalações. Estando a possibilidade de crescimento e expansão das empresas no mercado dependente do sucesso das suas marcas, o principal objecto de estudo deste relatório são os diferentes tipos de marca, as diferentes estratégias de gestão de marca e as diferenças entre conceitos como branded house e house of brands ou, por outras palavras, a diferença entre uma empresa criar marcas completamente independentes entre si ou, por outro lado, marcas dependentes umas das outras, onde qualquer incidente com uma marca influenciará a vida de todas as outras marcas. O estudo incide sobre a empresa Gold Man e as marcas que a integram. A análise deste caso à luz de um enquadramento teórico relevante permitiu compreender o que levou a empresa a optar por um sistema de marcas totalmente independentes entre si e as vantagens e desvantagens desse sistema. Simultaneamente, apresentam-se alternativas a esse sistema e respetivas vantagens e desvantagens.
- A process centred perspective of the creative industries : an analytical model for managementPublication . Lima, Fernando Afonso Carrapatoso; Lourenço, Ana Isabel Príncipe dos Santos da SilvaThis dissertation adopts a process-centred perspective of understanding the economic model of the creative industries, so as to explore how can one build an analytical model that can be useful for improving management practices in those industries. The point of departure to address the research question was to review the debate around the definition of creative industries; then followed a discussion on the development of a framework for the understanding of the creative industries process-centred perspective; finally an assessment of the creative industries’ economic model from the management perspective was done via a value-chain analysis, in order to discuss the implications of the process-centred perspective for management and for public policy design. The research developed allowed the proposal of an analytical model that revealed the importance of operationalizing the understanding of value-creation through creativity in management practices. It also emphasized the challenge in balancing open-ended processes with the firm’s commercial purposes, by managing intangible aspects of the creative process and the engagement of the creative workers into the creative process. The analytical model developed may be helpful for managers insofar as it offers a disaggregation of the companies’ activities by focusing on the assessment of how the creative process can recursively occur in the company as a production process. Moreover it may help on the identification of the core-activities and the assessment of the main components of those activities. The research done intends to contribute to the understanding of how the creative industries work and to the development of good management practices in the sector. Thus, it also suggests that it would be interesting to develop research on a theoretical revision of the components of the creative industries’ economic model and on a proper comparative analysis of the model delivered at an inter-sector, an inter-temporal and at a subsector level. By advancing an analytical model for creative industries that is focused on its usefulness for management, it indicates areas of interest for empirical research.
- Beyond electronics : positioning Worten brand through innovative retailPublication . Janes, João Lopes Bizarro Ferreira; Lakishyk, KyrylIn the case of services, branding is particularly important due to services’ intangibility and the impossibility of services’ quality assessment upfront. But services and service brands possess a twoway relationship: the provision of a service is a unique source of memorable and unique experiences which can be a way of defining brand meaning. Thus, the development of new services can strategically shape customers’ brand perceptions which, in turn, can be the basis for a new brand positioning. This case study describes a process of new services development for Worten – SONAE SGPS, whose main purpose was to contribute for Worten’s brand repositioning. After providing some data about the company, competitors and consumers, the case study challenges the students to discuss the best brand positioning for Worten and, accordingly, the best segments to target and services to implement. In the end of the dissertation, it is suggested that Worten focus on 3 customer segments and reposition its brand as a trendy and technological brand that provides unique experiences to its customers. In line with this idea, it is proposed the implementation of three new services.
- Ports of Luxury : strategic management behind Luxury Port WinePublication . Mendes, Joana Tabita Alves; Celeste, PedroDouro Valley is the first demarcated wine region of the world. It undoubtedly provides a powerful foundation to build a luxury brand, through the legacy and tradition of Port wine. Given the recent market entrance of luxury Port wines and luxury strategy latest developments, the present dissertation will propose a Port wine luxury strategy – how to increase brand equity, to develop and to communicate a luxury Port wine. Based upon theory and quantitative investigation, this research attempts to evaluate existent managerial practice and try to produce a set of recommendations, potentially beneficial to the industry in terms of managing the brand and the business of the called Ports of Luxury. Findings attest the good practice in terms of luxury management in Port wine industry. Pricing and target appraisals obtained the best results although none parameter has had the maximum appraisal, meaning managerial practice could be improved. It is possible to further develop distribution, digital communication and packaging.
- The internationalization of TVSMILES GmbHPublication . Bradtke, Benjamin Oliver; Castellaneta, FrancescoThis thesis reviews the specifics of new venture internationalization and its influencing factors. We first build on this stream of literature to understand TVSMILES’ internationalization process and then specifically focus on the entry strategy in UK. Micro and macro environment of the U.K. mobile advertising landscape is being conducted and rounded up by strategic rollout outline, highlighting the crucial factors that need to be carefully considered in order to guarantee a successful market entry. TVSMILES is a venture capital-backed mobile advertising startup that disrupted the German second-screen market with its innovative business model. Due to the limited size of the German market the founders decided to pursue an international rollout. The original idea to enter the market of the United Kingdom proved to be promising. The UK mobile advertising market is the most developed in Europe. The country has experienced a significant growth of second screen apps and can be considered a nation of early adopters. Additionally, TVSMILES can position itself as the only second-screen app among all others that synchronizes commercials and other ad formats and translates these into a native game environment. The U.K. action plan emphasizes the relevance of strategic partnerships and the necessity to automatize business processes through algorithms in order to scale the business globally.
- An exploration of how the profile of crowdfunding project owners is related to their resultsPublication . Castro, Pedro de Melo Coutinho d’Albuquerque e; Villarroel Fernández, Juan AndreiThe aim of this dissertation is to understand how the profile of crowdfunding project owners is related to their results. Crowdfunding is a phenomenon that has developed over the last decade, and thereby there is already extent literature about this interesting topic, on which the literature review relies. A survey was administered to crowdfunding project owners to analyze how their profile, in terms of risk and communication, would impact their results. The findings are that creators with recent experience working for someone else reach better results than entrepreneurs who have been self-employed before engaging in a crowdfunding campaign. Social Media were confirmed as being used by the large majority of founders, and although it was not possible to prove, nor disprove, their effectiveness, dynamism and direct communication were confirmed to be prevalent in all campaigns. O objetivo desta dissertação é compreender o perfil dos criadores de projectos em plataformas de crowdfunding. O crowdfunding é um fenómeno que se tem desenvolvido ao longo da última década, e consequentemente existe já alguma literatura sobre este tema, na qual se baseia a literature review. Foi enviado um questionário dirigido a criadores de projectos de crowdfunding de modo a analisar como é que o seu perfil, quer em termos de tolerância ao risco quer de capacidade de comunicação, afeta os seus resultados. As conclusões que se tiram são as de que os criadores de projectos que tiveram experiências recentes de trabalho por contra de outrem alcançam melhores resultados do que aqueles que trabalhavam por conta própria antes de iniciar o projecto. Quanto ao uso de social media foi confirmado pela larga maioria dos criadores de projectos, e apesar de não ter sido possível provar a sua eficiência, o dinamismo e um estilo de comunicação mais direto mostraram ter efeitos positivos nas campanhas de angariação.
- Desenvolvimento profissional e observação de aulas : um olhar sobre um percurso profissionalPublication . Teixeira, Sónia Isabel Pereira Ramos; Roldão, Maria do Céu NevesO presente trabalho é o produto construído e reconstruído de atos de reflexão sobre o meu percurso profissional, onde através da seleção de três dos seus momentos mais significativos, se realiza uma análise reflexiva dos mesmos, sustentada nos quadros teóricos disponíveis. O texto que se apresenta está organizado em redor de dois grandes vetores que se interpenetram – desenvolvimento profissional e observação de aulas. Este relatório evidencia a absoluta necessidade do desenvolvimento profissional do professor, num tempo de incerteza, imprevisibilidade, complexidade, ambiguidade e acelerada mudança que caracteriza a sociedade atual e que coloca à escola e, em particular, aos professores, muitos e diferentes desafios aos quais é imperioso dar resposta. Neste contexto, clarifica-se o conceito de desenvolvimento profissional e analisam-se os cinco modelos de desenvolvimento profissional apresentados por Marcelo (1999). Para além disso, examinam-se diversos dispositivos promotores do desenvolvimento profissional, nomeadamente: a reflexão; a supervisão e, no seu seio, a observação de aulas; a investigação e a colaboração, avaliando-se, também, o seu impacto no desenvolvimento profissional do professor. Assim, este relatório está subdividido em três capítulos, correspondendo cada um deles a um dos momentos chave escolhidos. Nos dois primeiros capítulos, reflete-se sobre a influência da supervisão e da observação de aulas no meu desenvolvimento profissional. No primeiro capítulo, analisa-se essa influência na perspetiva de estagiária e no segundo, do ponto de vista de orientadora de estágio. No terceiro capítulo, abordo o impacto da dinâmica colaborativa, estabelecida no âmbito do Plano de Ação para a Matemática, no meu desenvolvimento profissional. O texto termina com algumas reflexões e propostas de intervenção numa atividade prospetiva orientada para o desenvolvimento e a melhoria.
- Ginásio Clube Português (GCP) : measuring customer satisfaction in services industryPublication . Alves, Guilherme Fernandes Rito; Celeste, PedroThe objective of this thesis is to measure and analyze the customer satisfaction level in Ginásio Clube Português, by understanding the key determinants and consequences of customer satisfaction. After an exponential growth both in revenues and in number of clients between 1998 and 2011, Ginásio Clube Português is losing competitive edge due to the increasing competition in the high-end and low-cost markets as well as due to the effects of the economic downturn. Aiming to ensure that revenues are greater than costs as well as to increase the market share in the Portuguese fitness industry, José Carlos Reis (CEO) is adopting cost containment policies since it has been difficult to raise revenues and, at the same time, investing in a market expansion growth strategy, often called market development strategy. With these purposes in mind, José Carlos Reis would like to know which is the effect of the satisfaction of the most valuable asset of the company, the client, on GCP’s financial performance as well as its effect in other metrics as: service quality, service value, customer loyalty and word of mouth. Bearing in mind the literature review, in order to be successful in the market is not sufficient to attract new customers. José Carlos Reis must concentrate in retaining existing ones, through the implementation of effective policies of customer satisfaction and loyalty which will result in a greater profitability for the business and sustainability in the future. The main conclusions drawn from this study are the following: first, clients with a high physical activity level in GCP are more satisfied. Second, perceived service quality and perceived service value have a direct positive effect on customer satisfaction in GCP. Last but not least, customer satisfaction has a direct positive impact on customer loyalty and word-of-mouth.