Advisor(s)
Abstract(s)
This dissertation was written with the objective of presenting marketing students a successful brand in the wood care industry in Portugal and to identify gaps and opportunities of growth in the wood care market. Bondex is a wood care products brand that makes part of Dyrup, one of the major players of the paint industry. Bondex had its origin in Denmark by 1969 and it is nowadays the categorizer of this market in Portugal. Consumers find it the best product in the market and feel familiar with it. However, other wood care products brands are increasing and gaining share of the market, as it is the case of Woodtec in the professional market and private labels in the do it yourself (DIY) market. This thesis tells the story of what Bondex has been till now and provides the tools necessary to the reader to solve the case: what will be the Bondex’s future?