Tesis: "Relaunch"

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Pereira, Tiago Ramos de Almeida de Pina. "How to relaunch Programa 100%?" Master's thesis, NSBE - UNL, 2013. http://hdl.handle.net/10362/9800.

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A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics
This Work Project’s main goal is to relaunch Programa 100%, a program by Unilever Food Solutions Portugal (UFS) in partnership with the Portuguese ministry of Education that aims at providing children with healthier, more diverse and higher quality meals in public schools canteens that try to reduce the high number of obese children in Portugal. Besides, the initiative also tries to revitalize a low profitable market for UFS. This initiative has been active for almost 2 years and has not been giving the expected return to the company, so in this Work Project recommendations and conclusions are presented in order for the main strategic objective of this work project to be met: reach the breakeven point of Programa 100% in 2013. The major recommendation that is made is the addition of a new target (private schools).

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Bissdorf, Julia. "Success Factors of the Product Relaunch : The Influence of the Advertising Strategy on the Success of Product Relaunch Campaigns". Thesis, Högskolan i Halmstad, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-31814.

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Introduction: The product relaunch, in terms of the recycling of an existing product lifecycle, is a common marketing tool within the consumer goods industry. Cases like the reintroductionof Mondelēz Oreo cookie and the promotion of the facelift of the PorscheCayenne are examples how relaunch campaigns can successfully introduce existingproducts in a modified version and increase their sales and brand recall drastically.Advantages like lower flop risks, and lower research and development costs make thisalternative quite attractive when it comes to the decision between the introduction ofinnovations and revitalization of existing products.Method: In order to identify promising advertisement strategies, four potential successfactors has been stated, based on existing marketing communication models: media usage,message credibility, message appeal and scheduling pattern. Related to them, a survey wasconducted which asked the respondents to choose the applied alternatives within the fourdecision areas and indicate to which extent the set success goals were achieved. The surveycould give hints, which strategy alternatives are associated with the achievement of thecampaigns goals by using the correlation analysis. Furthermore, the frequency distributionwas used to identify handling patterns in practice.Results: The results of the survey, which was executed as self-completing questionnaire,revealed that two of the assumed success factors, namely media strategy and credibilitysource, indeed show a correlation to the perceived achievement of success goals. For thethird aspect, the decision about the message appeal, a clear usage pattern could beidentified in the non-durable goods industry. Finally, the two advertisement schedulingpatterns showed no correlation to the perceived success and there was also no preferredalternative identifiable in the durable and non-durable goods industry.Implications: Based on the study results it is to summarize that the usage of TV and onlineadvertisement, as well as POS material appears particularly appropriate for the durablegoods industry, whereas the application of Magazine advertisement showed a positiverelation to the perceived success of relaunch campaigns for non-durable goods. Regardingthe creation of awareness and trustworthiness, the link to the brand and or manufacturername seems more promising than the one to the previous product version, particularly forthe durable goods industry. Finally, the application of an emotional argumentation wasused by 80% of the non-durable goods firms, whereas the relaunch of durable goods wasequally communicated with emotional and informational messages.

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3

Uhrová, Milena. "Relaunch značky Frisco s důrazem na komunikační strategii". Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-76833.

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The graduation theses deals with the relaunch of the sparkling alcoholic drink Frisco realised between 2008 and 2009. The most important change within the mentioned relaunch consisted in a redefinition of the brand's target group. The main task of the graduation theses was to analyze the brand according to its new target group -- brand awareness within the redefined target group and the image of the brand Frisco. Theoretical part defines the following terms: brand, importance of a brand within marketing and brand management. Practical part introduces the brewery company Plzeňský Prazdroj and its product portfolio. It also characterises the process of the brand's relaunch. The analysis of the Czech alcohol market and consumptions trends discovers opportunities and possible threats for the further development of the brand Frisco. The crucial part of the thesis is based on consumers' research which was realised with the aim of a communication's efficiency evaluation -- especially the evaluation of the brand awareness and the image of the brand Frisco. The final part includes recommendations for the further brand's development based on the previous realized analysis.

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4

Tatičová, Lucia. "Relaunch značky Physiogel na českom a slovenskom trhu". Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-162718.

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A new product launch is important and difficult part of product life cycle. It also means uneasy process for company. Goal of this diploma thesis is to evaluate chosen marketing mix strategy of relaunch Physiogel on Czech and Slovak market through marketing plan conduct and realization of marketing research focusing on target group. Theoretical part offers basics for better understanding of the topic. Then practical part, consists from two phases, offering conduct of marketing plan and structure, analysis of marketing research and evaluation of results. Output from these activities will consist not only from analysis and evaluation of marketing mix strategy, but also enrichment of information concerning target group and proposal of marketing activities for the brand for year 2014.

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5

Kreb, Kilian. "Zeitschriften optimieren Konzeption, Positionierung und Relaunch ; mit einer Marktanalyse der Sportzeitschriften und einer Zielgruppenanalyse der Trainer im olympischen Spitzensport". Aachen Shaker Media, 2009. http://d-nb.info/997817062/04.

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6

Goldammer, Tina. "www.stadtbibliothek-chemnitz.de". Saechsische Landesbibliothek- Staats- und Universitaetsbibliothek Dresden, 2010. http://nbn-resolving.de/urn:nbn:de:bsz:14-qucosa-39024.

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Seit Ende 2009 präsentiert sich die Website der Stadtbibliothek Chemnitz im neuen zeitgemäßen Design. Ziel des Relaunches war, die Homepage barrierefreier zu gestalten und eine neuere Version des Content-Management-System Typo3 zu verwenden. Die neue Seite zeigt sich stark mit erweiterten Servicefunktionen und verbesserter Kundennähe. Außerdem soll auf neue Services, besondere Aktionen oder veränderte Nutzungsbedingungen besser verwiesen werden. Auch die Kinderseiten der Stadtbibliothek erstrahlen im neuen Design. Die „Onleihe“ „ChemNetzBib“, Twitter und der Newsblog wurden auf den neuen Seiten etabliert.

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7

Kupietz, Marc. "Repräsentation, Verarbeitung und Organisation von Webinhalten: Relaunch des Webauftritts der Universität Bielefeld". [S.l. : s.n.], 2003. http://deposit.ddb.de/cgi-bin/dokserv?idn=968408834.

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Mittelbach, Jens. "Projekt Integration". Saechsische Landesbibliothek- Staats- und Universitaetsbibliothek Dresden, 2010. http://nbn-resolving.de/urn:nbn:de:bsz:14-qucosa-63462.

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Die SLUB hat in den letzten Jahren mehrfach spezielle Internetangebote publiziert, die in einer einheitlichen Handschrift aufgeräumt und in modernem Layout daherkommen. Die interdisziplinäre Wissensplattform zur Geschichte, Kultur und Landeskunde Sachsens SACHSEN.digital beispielsweise hat ein frisches Design und ist übersichtlich strukturiert. Ähnlich steht es bei Qucosa, dem sächsischen Dokumenten- und Publikationsserver, dem Digitalisierungsprojekt zur Sächsischen Hofkapelle oder beim SLUBlog, dem Weblog der SLUB. Die Internetpräsenz der Sächsischen Landesbibliothek – Staats- und Universitätsbibliothek Dresden (SLUB) selbst wirkte dagegen vom Aufbau her zunehmend unzweckmäßig, überfrachtet und zu weitläufig – und, was die grafische Gestaltung angeht, mittlerweile auch etwas veraltet.

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9

SAMURIO, SOFIA ESCOBAR. "THE RETURN OF RAÚL PREBISC: A STUDY ON THE IMPLICATIONS OF ECLAC S RELAUNCH". PONTIFÍCIA UNIVERSIDADE CATÓLICA DO RIO DE JANEIRO, 2018. http://www.maxwell.vrac.puc-rio.br/Busca_etds.php?strSecao=resultado&nrSeq=34591@1.

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PONTIFÍCIA UNIVERSIDADE CATÓLICA DO RIO DE JANEIRO
COORDENAÇÃO DE APERFEIÇOAMENTO DO PESSOAL DE ENSINO SUPERIOR
PROGRAMA DE EXCELENCIA ACADEMICA
Este trabalho visa estudar o relançamento do intelectual e político argentino Raúl Prebisch (1901-1986) a cargo da Comissão Econômica para América Latina (CEPAL). Por termos constatado que se trata de um resgate parcial da obra do autor, interessa-nos problematizar a forma, o contexto, assim como, as implicações de este empreendimento. Contextualizamos a obra do autor no debate sobre desenvolvimento, subdesenvolvimento e dependência na América latina entre as décadas de 1950 a 1970. Estudamos suas principais contribuições teóricas ao longo de sua vida, contrastando com dados biográficos do autor. Analisamos a iniciativa da Comissão de retomar a Prebisch como um autor cujas formulações estão vigentes e de recolocar o debate sobre desenvolvimento no contexto atual a partir de uma nova economia política: Neoestruturalismo. Ainda que se trate de um autor de referência no debate sobre desenvolvimento em latino-americana, procuramos entender os motivos que levaram à escolha de dito autor assim como o marco em que esta iniciativa é produzida.
This paper aims to study the relaunch of the Argentine intellectual and politician Raúl Prebisch (1901-1986) by the Economic Commission for Latin America (ECLAC). As we have seen that this is a partial rescue of the author s work, we are interested in problematizing the form, the context, as well as the implications of this enterprise. We contextualize the author s work in the debate on development, underdevelopment and dependence in Latin America between the 1950s and 1970s. We study his main theoretical contributions throughout his life, contrasting with biographical data of the author. We analyze the Commission s initiative to retake Prebisch as an author whose formulations are in force and to reinsert the development debate in the current context from a new political economy: Neo-structuralism. Although he is a reference author in the debate on development in Latin America, we try to understand the reasons that led to the choice of this author as well as the milestone in which this initiative is produced.

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10

Jones, Troy H. "Relationally consulting lead pastors of established suburban congregations| Clarifying direction as a catalyst to relaunch the church". Thesis, Assemblies of God Theological Seminary, 2015. http://pqdtopen.proquest.com/#viewpdf?dispub=3689080.

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The North American church is plateaued and dying. The last decade has seen many attempts to revitalize established churches, with nebulous results at best. Many pastors feel discouraged and hopeless, even to the point of questioning their call. Further exacerbating the issue, the popular writers on church leadership are founding pastors, not pastors who have led established churches through the revitalization process. Many mainline denominations have responded to this crisis by strengthening their emphasis on church planting. However, the Church will experience limited Kingdom impact without a rigorous effort to revitalize established churches.

My project created a model that included a Relaunch Cohort and personal consultations with seven pastors of established churches in suburban communities with three precise goals: (1) Clarify the direction of their churches, (2) lead their churches in a well-defined and time-bound strategic initiatives, and (3) learn proficiencies to lead their churches through revitalization.

All seven pastors reported an increase in their own personal clarity and confidence and described tangible ministry results. Collectively, the pastors reported significant quantitative and qualitative results. The greatest improvement in scale score occurred for clarity, which increased on average by M = 7.4 points from the pretest. The pastors conveyed an increase of hope for the future of their congregations and a sense that God used this project as a catalyst or tipping point to revitalize their congregations.

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Ernst, Jacqueline. "Erfolgsfaktoren einer Revitalisierungsstrategie - untersucht am Fall des MINI". St. Gallen, 2005. http://www.biblio.unisg.ch/org/biblio/edoc.nsf/wwwDisplayIdentifier/02601748001/$FILE/02601748001.pdf.

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12

Seyček, Martin. "Propojení marketingových a prodejních aktivit při relaunchi produktu Visine". Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-3060.

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Tato diplomová práce si klade za hlavní cíl zhodnotit na základě analýzy úspěšnost propojení marketingových a prodejních aktivit při relaunchi produktu Visine červené oči. Dále také analyzuje stěžejní elementy relaunche Visinu a vyslovuje doporučení pro zajištění úspěšného průběhu prodejních kampaní v oblasti volně prodejných léků.

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13

Teresa, Dias Agudo Carriço de Carvalho. "Relaunch: reviver marcas portuguesas desaparecidas do mercado". Master's thesis, 2016. http://hdl.handle.net/10400.26/18025.

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Este projeto de investigação insere-se no âmbito do Mestrado em Design e Cultura Visual, tendo como objetivo principal explorar o conceito de rebranding numa tentativa de identificar linhas formais e princípios visuais que permitissem recriar a identidade visual de algumas marcas desaparecidas do mercado. Pretendeu-se estudar se seria possível encontrar um padrão evolutivo que permitisse relançar a imagem de algumas marcas portuguesas que entretanto desapareceram. Num exercício de cultura visual, idealizamos como seriam hoje essas marcas do ponto de vista gráfico e visual, utilizando como ponto de partida e base do projeto o estudo e evolução de algumas identidades. Como metodologia utilizamos os casos de estudo e restringimo-nos a marcas de produtos alimentares. O processo metodológico passou por uma recolha bibliográfica, pesquisa de campo com levantamento e recolha de marcas portuguesas desaparecidas do mercado. Escolhemos 3 marcas, Rajá, Fruto Real e Piratas e propusemo-nos redesenhar como teria sido a evolução das suas identidades visuais se ainda fossem um opção nas prateleiras dos supermercado. Após o desenvolvimento do projeto consideramos útil ficarmos a conhecer mais detalhadamente a evolução das marcas e o grafismo usados em cada década.
This research is within the context of the design and visual culture master degree, having as main purpose, explore the concept of rebranding in a way of identify formal lines and visual effects, that allow to recreate the visual identity of some Portuguese brands that are not longer on the active. In a visual culture exercise, we’ve imagine how this brands would like these days on a graphic and visual point of view, using as stepping point and bottom of the project the study and evolution of some of those identities. As way of work we used study cases and maintain just with food products brands. All the process went to a bibliographic collect, search on field with survey of some Portuguese food brands that disappeared of the market. We choose three of them, Rajá, Fruto Real and Piratas. Our propose was to redesign the brand, imagining how it would be the evolution of the visual identity if they’re still an option in the supermarket shelf. After the development of the project, we think that is helpful to know with more detail the branding evolution and the graphics that define itch decade.

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Costa, Isabel Taveira de Aroso Martins da. "The relaunch of serie expert: a L'Oreal professionnel's portfolio brand". Master's thesis, 2018. http://hdl.handle.net/10071/18655.

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This master's thesis consists of an in-company project developed in cooperation with L'Oréal, a leading company in the cosmetics market, and it is focused on the brand where the author completed a twelve-month internship, L'Oréal Professionnel. In 2017, L'Oréal Professionnel decided to relaunch the oldest hair care brand in its portfolio, named Serie Expert. Considering the constraints faced by the brand, namely stagnant sales, lack of incentives for hair salons to push the products and lack of awareness by end-consumers, L'Oréal decided to rethink its marketing strategy. To build a theoretical framework, extensive research on key concepts such as Brand Awareness, Brand Loyalty, Consumer Behaviour, Product Life Cycle, and Personalisation was conducted, and supported by scientific research. To sustain the project outlined, it was necessary to gather sufficient knowledge and information about the cosmetic industry, especially regarding the professional hair care market - its customers, products, and competition - to identify possible opportunities and threats. An internal analysis was also carried out, which allowed for a better understanding of the company and the brand, specifically its current positioning, distribution, and portfolio as well as potential strengths and weaknesses. Globally, the brand updated more than one hundred products, designed a more innovative and attractive packaging and increased their package capacity. Locally, several strategies were implemented to promote L'Oréal Professionnel’s products in hair salons and to increase end-user engagement. The focus of this thesis is to detail the development and execution of these marketing strategies.
Esta tese de mestrado consiste num projeto empresa desenvolvido com o apoio da L'Oréal, empresa líder no mercado de cosmética, focado na marca onde a autora completou um estágio de doze meses - L'Oréal Professionnel. Em 2017, L'Oréal Professionnel decidiu relançar a sua marca de cuidado capilar mais antiga, Serie Expert. À luz de constrangimentos enfrentados pela marca, nomeadamente vendas estagnadas, falta de incentivos para os salões impulsionarem os produtos e a falta de sensibilização dos consumidores finais relativamente aos produtos, a L'Oréal decidiu repensar a sua estratégia de marketing. De forma a construir um enquadramento teórico, foi realizada uma pesquisa extensa sobre diversos conceitos-chave relacionados com lealdade e notoriedade das marcas, comportamento do consumidor, ciclo de vida de um produto e personalização, suportada por pesquisas científicas. Para sustentar o projeto delineado, foi necessário reunir conhecimentos e informações suficientes sobre a indústria de cosmética, especialmente no que diz respeito ao mercado profissional de cuidado capilar - os seus clientes, produtos e concorrência - de maneira a identificar possíveis oportunidades e ameaças. Foi igualmente realizada uma análise interna que permitiu uma melhor compreensão da empresa e da marca, especificamente sobre o seu posicionamento, distribuição e portfólio atual, bem como potenciais pontos fortes e fracos. Globalmente, a marca atualizou mais de cem produtos, desenvolvendo embalagens mais inovadoras, atrativas e com mais capacidade. Localmente, várias estratégias foram implementadas para promover os produtos em salões de cabeleireiro e para aumentar o envolvimento do consumidor final. O foco desta tese é detalhar o desenvolvimento e a execução dessas estratégias de marketing.

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Keményová, Zuzana. "Relaunch Hospodářských novin (2009) a Mladé fronty Dnes (2010) - srovnávací analýza". Master's thesis, 2011. http://www.nusl.cz/ntk/nusl-299520.

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The main aim of this thesis are two Czech nationwide daily newspapers Hospodářské noviny and Mladá fronta Dnes. This thesis focuses on graphics relaunches which these newspapers passed in years 2009 and 2010. It deals with question, how the graphics changes influenced appearance of these newspapers, their content and the position on the media market. This composition responsibly took the opportunity to show the reader in detail, how these newspapers have changed the look of the headlines, elaboration of photos, colors and other graphics components. Along with it the thesis analyses the content changes, such as stylistics or the way of submitting information. Last but not least it gives the comparison of the earning power of these newspapers, position of their publishers Economia and Mafra as well as interviews with publishers representatives.

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Santos, Madalena, Margarida Pinheiro, Catarina Martins y Madalena Pereira. "How can L'Oréal relaunch Fructis as a disruptive brand for Millennials in a Portugal?" Master's thesis, 2017. http://hdl.handle.net/10362/24657.

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Martins, Maria Gabriela Fontes Rodrigues Pereira. "How can L´Oréal relaunch Fructis as a disruptive brand for Millennials In Portugal?: How Can Brands Take Advantage of the Superfruit Trend? Global Analysis and Key Takeaways for the Relaunch of Fructis". Master's thesis, 2017. http://hdl.handle.net/10362/25212.

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This individual work project aims at making recommendations about how the power of superfruits can be explored in Fructis’ communication strategy in Portugal. The communication efforts of three brands were analyzed and two distinct strategies were identified. It was found that the use of each strategy depends on the target audience: to attract health conscious consumers, the health benefits of the fruits should be thoroughly communicated; to attract a broader audience, the fruits should be promoted as an integral part of an aspirational lifestyle. It was concluded that the last strategy was more suitable to attract Fructis’ target of Millennial consumers.

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Pinheiro, Maria Margarida Prudêncio Viseu. "How can L´Oréal relaunch Fructis as a disruptive brand for Millennials in Portugal: how are natural brands digitally communicating their definition of natural?: global analysis and key takeaways for the relaunch of Fructis". Master's thesis, 2017. http://hdl.handle.net/10362/22390.

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This work project aims at advising on how the renewed, more natural, positioning of Fructis can be communicated in Portugal, through the analysis of the communication efforts of pioneer natural brands. It was found that it is much easier to communicate a concept of “natural” having kept one from scratch, whereas the communication of a renewed “natural” definition might increase the risk of consumers not perceiving an improvement in the positioning. The strategy that appears to be more suitable for Fructis in guaranteeing an understood shift in positioning is to distance itself from the current brand (via strategies found in the takeaway) such as its association to a “health and wellness” lifestyle

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Santos, Madalena Amaral. "How Can L’Oréal Relaunch Fructis as a Disruptive Brand for Millennials in Portugal? How are hair care brands digitally communicating to Milennials in Portugal? Global analysis and key takeaways for the relaunch of fructis". Master's thesis, 2017. http://hdl.handle.net/10362/24656.

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This individual report aims at making recommendations on how to build a successful digital campaign to communicate Fructis’ new positioning to Millennials. The most relevant digital practices of hair care brands in the Portuguese market were analyzed as well as the digital efforts of the best performing brands in the international hair care market. It was concluded that, in order to successfully engage Millennials, Fructis should focus its digital campaign on digital influencers and social media. Moreover, Fructis should adopt an authentic and natural communication so that Millennials can trust in the brand and as a consequence favour it.

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20

Kupietz, Marc [Verfasser]. "Repräsentation, Verarbeitung und Organisation von Webinhalten: Relaunch des Webauftritts der Universität Bielefeld / von Marc Kupietz". 2003. http://d-nb.info/968408834/34.

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Schütze, Corina Juliane Maria. "How can L’Oréal relaunch Fructis as a disruptive brand for Millennials in Portugal?: How can brands break the stigma that natural ingredient-based products perform less than chemical ones? Global Analysis and Key Takeaways for the Relaunch of Fructis". Master's thesis, 2017. http://hdl.handle.net/10362/25425.

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This individual report aims at making recommendations on how to build a successful digital campaign to communicate Fructis’ new positioning to Millennials. The most relevant digital practices of hair care brands in the Portuguese market were analyzed as well as the digital efforts of the best performing brands in the international hair care market. It was concluded that, in order to successfully engage Millennials, Fructis should focus its digital campaign on digital influencers and social media. Moreover, Fructis should adopt an authentic and natural communication so that Millennials can trust in the brand and as a consequence favour it.

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22

Trindade, Inês Moreno Camacho De Campos. "How to bring substantial growth to the juices and nectars category in Portugal with the relaunch of the Compal brand". Master's thesis, 2020. http://hdl.handle.net/10362/106923.

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The purpose of the following marketing plan is to deliver substantial growth to Compal, the Portuguese market leader in the Juices and Nectars market. The category was thoroughly studied, resorting to trends and market data. Further qualitative and quantitative research were conducted, enlightening on consumer behavior and preferences. After segmenting the market, a target that valued freshness, health and flavor authenticity was selected. Compal Summo do Dia was the proposed solution for the company, allowing Compal to enter the chilled juice market. The marketing mix was developed followed by a communication plan and a financial forecast for five years.

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23

Kreb, Kilian [Verfasser]. "Zeitschriften optimieren : Konzeption, Positionierung und Relaunch von Zeitschriften ; mit einer Marktanalyse der Sportzeitschriften und einer Zielgruppenanalyse der Trainer im olympischen Spitzensport / von Kilian Kreb". 2009. http://d-nb.info/995285330/34.

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Gomes, Joana Parrulas. "How to bring substantial growth to the juices and nectars category in Portugal with the relaunch of the Compal brand: marketing strategy for Compal Summo do dia". Master's thesis, 2020. http://hdl.handle.net/10362/104414.

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Machado, Filipa De Jesus. "How to bring substantial growth to the juices and nectars category in Portugal with the relaunch of the Compal brand: communications plan for Compal Summo do dia". Master's thesis, 2020. http://hdl.handle.net/10362/106921.

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Pimentel, Tomás Lino Vilela. "How to bring substantial growth to the juices and nectars category in Portugal with the relaunch of the Compal brand: promotions and omnichannel strategy for Compal summo do dia". Master's thesis, 2020. http://hdl.handle.net/10362/104413.

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Machado, Pedro Duarte Dos Santos. "How to bring substantial growth to the juices and nectars category in Portugal with the relaunch of the Compal brand: brand identity & brand elements for Compal summo do dia". Master's thesis, 2020. http://hdl.handle.net/10362/106922.

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Gomes, Luís Alexandre Faria. "O impacto do relançamento de marcas em declínio: o caso da marca Flora". Master's thesis, 2016. http://hdl.handle.net/10071/14071.

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JEL classification system M31 – Marketing M37 – Advertising
Existem várias marcas no mercado de FMCG (Fast Moving Consumer Goods) que, por razões estratégicas ou simplesmente por falta de budget disponível, deixam de ser apoiadas pelas empresas que as detêm durante vários anos consecutivos. Com essa ausência de investimento, as marcas acabam por perder a sua força no mercado em que se situam, entrando em declínio e perdendo a relevância que tinham para os consumidores desse mercado. São algumas as perspetivas e justificações dadas para que as marcas entrem nessa fase de declínio, mas é ainda relativamente pouco estudado o impacto que o relançamento e a aposta nessas marcas poderão ter para as mesmas. Será esta a grande temática analisada neste caso pedagógico, utilizando-se para isso o exemplo concreto da marca de cremes vegetais Flora, a qual esteve 11 anos sem qualquer tipo de investimento de marketing, situando-se, portanto, na já referida fase de declínio antes do seu relançamento no ano de 2014. Para o desenvolvimento do tema, procurar-se-á inicialmente perceber a situação real em que se encontrava a marca Flora antes de ser alvo de qualquer apoio, demonstrando de seguida qual a estratégia implementada no seu relançamento. Acrescentar-se-á uma abordagem mais detalhada no que se refere aos 4 P’s, dando especial destaque à comunicação e seu impacto no Posicionamento, Brand Awareness e Brand Equity da marca. O presente caso procurará concluir sobre o sucesso do relançamento da marca Flora no mercado português, avaliando o seu impacto nos vários KPI’s da marca, assim como na categoria de produtos em que a mesma se insere. No final, importa refletir sobre a estratégia prosseguida pela marca e, em bom rigor, na possibilidade de outras marcas poderem, no futuro, avançar com abordagens semelhantes.
There are several brands in the FMCG (Fast Moving Consumer Goods) market that, by strategic reasons or simply due to the lack of available budget, are no longer supported by the companies that hold them for several years in a row. With that investment absence, brands end up losing their strength in the market which they are part of, entering in decline and losing the relevance they had for consumers of that specific market. There are several perspectives and explanations for brands to enter in that decline stage, but is still relatively poor studied the impact and bet of those brands’ relaunch in their performance. This will be the big theme analyzed in this case, using for that purpose the specific example of the vegetable spreads brand Flora, which has been 11 years without any kind of marketing investment, standing in the already mentioned decline phase before its relaunch in 2014. For the theme development, will be initially sought to understand the real situation of the brand Flora, before being target of any kind of support, showing afterwards which the implemented strategy for its relaunch was. It will be added a more detailed approach to the 4P’s, offering special emphasis on communication and its impact on the brand’s Positioning, Brand Awareness and Brand Equity. The case will try to conclude on the success of Flora relaunch in the portuguese market, evaluating its impact on the several brand KPI’s, as well as in the category of products in which the brand is inserted. At the end, it is important to reflect on the strategy pursued by the brand and, strictly speaking, on the possibility of other brands may come up with similar approaches in the future.

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