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Advisor(s)
Abstract(s)
The aim of the dissertation is to understand if the Luso de Fruta is ready to achieve the
business goal: Aggressively grow above 5M liters by the end of 2014 with a new
packing, never used within the category, a 2Liter Pet. Or, instead, consumers will no
longer recognize the product positioning, healthy and tasty hydration within the Water
Market, placing it into a new and controversy Market, the Soft Drinks.
Luso has brutally lost market share among the years, having almost no margin in the
business. “Waters” has proven to be a low profitable business within the beverage
market, which is why it is essential to grow in innovation and added value. Luso de
Fruta was created in 2011 as a Juicy Water, in order to add value to the firm. Two years
after the launch, the product is a success, with more than 3,4 Millions of Liters sold in
2013. The aim now, is to reach a Business Goal: 5Million of Litters by the end of 2014.
The aim of the Case Study is to address the following questions: Launch Luso de Fruta
2L or not? Which is the most appropriate Marketing Strategy for the launch of Luso de
Fruta 2L PET? Why not to move it from the Water Market? Themes such as: gap
between volume and value market share within the beverage industry, marketing
decisions vs firm performance and the importance of consistent positioning will be
some of the subjects discussed throughout the teaching notes.