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Sogrape: how to successfully launch a red wine brand in a category led by price and no other brands
No full textThe Portuguese wine market is diverse and challenging with a wide array of wines offered. Moreover, the market is also highly price and promotion sensitive, creating a daunting mission for a brand to stand out. Sogrape’s challenge is to create a new red wine brand to target younger consumers, who feel disconnected from the wine category. This report analyzes how Evaristo can gain full market coverage and become established as a dominant player in the Lisbon red wines category. Consequently, extensive research, marketing mix and implementation were developed for Evaristo, to attract young adults to the red wine category
Scenarios and Ansoff Matrix: an application to the future of hotel investment in Portugal
No full textThis paper presentsa methodological approach to link scenario planning with strategy outlining, in the field of hotel investments,through the application of Ansoff matrix in distinct identified scenarios. We show that scenario planning when linked with Ansoff matrix,enhancesstrategic thinking inside organizations and helps companies to evaluate current product portfolio,and to identify future-entry-market strategies. In addition, this paper presentsthat multipoint forecasting improves strategic resilience and agilityby promotingstrategy development for each identified scenario.Finally, this provides insights to hotel investors,aboutfuture market trends and dynamic customer needs, to adapt the current product portfolio
Ferramentas pedagógicas para a comunicação do património: o Projeto Castelo de Vide - aprender com arqueologia
Full text linkCastelo de Vide, embora sendo um território pequeno com cerca de 264 km2 de área, é um local que se encontra repleto de evidências arqueológicas, que se verificam por vários períodos cronológicos. No entanto, escasseiam intervenções no âmbito de divulgação e valorização do património arqueológico, caso que, por norma, é extensível ao território nacional. O presente trabalho propõe-se a trabalhar este desafio, criando ferramentas pedagógicas para a divulgação arqueológica do concelho de Castelo de Vide. Estas ferramentas são fichas de atividades educativas desenvolvidas para um público infantil definido entre os 8 e os 10 anos, a realizar em ambiente escolar, promovendo a cultura e o património histórico-arqueológico, de maneira a auxiliar os membros mais jovens da comunidade local a conhecer e valorizar os sítios arqueológicos da região onde vivem. Assim, este projeto surge, não só como uma proposta de divulgação do património arqueológico do concelho de Castelo de Vide, mas também enquanto contributo para a defesa e divulgação do património local, podendo posteriormente ser adaptado a outras regiões do país, que possuam características patrimoniais e demográficas semelhantes.Although a small territory with only about 264 km2 of area, Castelo de Vide is a place with plenty archaeological remains, situated throughout various chronological periods. Nonetheless, there is a lack of outreach when it comes to communication and awareness of these types of heritage, which unfortunately is the norm in Portugal. This project tries to work on this issue by creating a collection of teaching resources for communicating Castelo de Vide’s archaeological estate. These tools are educational activities for children between 8 and 10 years old in schools, promoting culture, historical and archaeological local heritage, to help the youngest members of the local community to recognize and value their own cultural patrimony. In a way, this project attempts to facilitate the communication of Castelo de Vide’s archaeological evidence, but it also tries to create new ways of defending and communicating different aspects of local heritage, allowing it to be replicated to other places where archaeological evidence and demographics are similar
Leitura iconográfica e sua repercussão na definição do percurso do manuscrito
No full textO presente artigo tem como tema central o Livro de Horas dito de D. Leonor, estruturando‑se em dois pontos essenciais. Em primeiro lugar, uma breve apresentação do manuscrito seguida da reconstituição de um percurso, elaborado com base em fontes documentais e num estudo mais aprofundado do manuscrito, nomeadamente, a analise formal comparativa das miniaturas que nos permitiu estabelecer a ligação entre Vrelant e o iluminador castelhano Juan de Carrion. Com base nas afinidades formais que verificamos existir entre o nosso iluminado e o Ms. 854 da Pierpont Morgan Library delineamos um possível percurso do códice até às mãos da rainha. Ao concluir, propomos a leitura iconográfica das figurações marginais, com especial enfoque nas margens que acompanham as Horas da Virgem, e cuja temática aponta para um possível encomendante ligado a corte dos Valois. Esta possível ligação à corte francesa, vai ao encontro da hipótese já alvitrada por outros autores, propondo uma estadia de Vrelant em França no período que antecedeu a sua instalação em Bruges. This paper is focused on the Book of Hours ascribed to Queen Eleanor of Portugal and its structured in two main points. Firstly, a brief presentation of the manuscript, followed by the proposed reconstitution of its journey, based on documental sources and in a more thorough examination of the manuscript, including a formal comparative analysis of its thumbnails with other attributions, which allowed us to establish a possible link between Vrelant and the Castilian illuminator Juan Carrion. Based on the formal affinities that exist between our manuscript and the Ms. 854 from the Pierpont Morgan Library we outlined a possible route of the codex into the Queen’s hands. And to conclude, we propose the iconographic reading of the marginal figurations, with special focus on the margins that accompany the Hours of the Virgin, that suggest a possible patron connected to the Valois court. This potential link to the French court corroborates the hypothesis already advanced by other scholars, proposing the presence of Vrelant in France during the period prior to his installation in Bruges.publishersversionpublishe
os quatro livros das Sentenças de Pedro Lombardo (Alc. 417)
No full textOs quatro livros das Sentenças ou Sententiarum libri IV foram redigidos entre 1156 e 1158 por Pedro Lombardo, professor na École de Notre Dame e Bispo de Paris. A seguir à Bíblia, foi a obra mais lida e comentada na Idade Media, um estatuto que manteve ate ao seculo XVI. Este best seller medieval de Pedro Lombardo como Graciano e Hugo de Sao Victor, referencias entrosadas com as opiniões de Lombardo no intuito de responder as questões teológicas significativas para a época. O exemplar manuscrito núcleo deste nosso artigo pertenceu a biblioteca da Abadia de Alcobaça (alc. 417) e revela‑se bastante interessante do ponto de vista codicológico e da sua decoração iluminada, pois levanta algumas questões no que concerne a sua origem e ligação a códices de origem francesa de meados do seculo XIII. Peter Lombard, professor at the School of Notre Dame and Bishop of Paris, wrote the four books of Sentences or Sententiarum libri IV between 1156 and 1158. Next to the Bible, it was the work most read and commented in the Middle Ages, a status that remained until the sixteenth century. This medieval best seller gathers quotes from the Bible, from the Patristic auctoritates as Saint Augustine, Lombard contemporary authors such as Gratian and Hugo of St. Victor, and the ideas of Peter Lombard in order to respond to the significant theological issues at the time. This manuscript belongs to the library of the Abbey of Alcobaça (alc. 417) and proves to be quite interesting concerning its codicological analyse and its illuminated decoration. This article aims to trace its journey, since its origin and its connection to manuscripts with a French origin in the mid‑thirteenth century.publishersversionpublishe
El cas portuguès després de les eleccions de 2019
No full textUIDB/04627/2020 UIDP/04627/2020publishersversionpublishe
The Portuguese case after the 2019 elections
No full textUIDB/04627/2020 UIDP/04627/2020publishersversionpublishe
How to make Cuf better serve its silver segment
No full textConsidering Portugal's healthcare environment, this master's thesis explores potential strategic
improvements for CUF to better serve the silver segment. By integrating both primary and
secondary research comprehensively, the study explores customized strategies, emphasizing the
integrated marketing communications strategy.
The main objective is to provide creative, workable solutions that speak to the unique
requirements and expectations of the silver segment and guarantee continued involvement.
In addition to offering useful information that is essential for CUF's strategic planning, the
development of the new health plan and the personalization of the service will improve senior
individuals' healthcare experiences and build enduring relationships
Turning Sumol into a worldwide brand for local consumers in the UK market: developing the product strategy for Sumol in the UK
No full textThis thesis investigates Sumol’s market entry strategy into the UK carbonated soft drinks (CSD)
market, highlighting its Portuguese heritage and focus on natural and exotic flavors. The group
research identifies opportunities for differentiation through authentic brand positioning, while the
individual analysis focuses on developing a targeted product strategy. Combining qualitative and
quantitative insights, the study outlines a phased marketing strategy. It launches with three flavors
- Orange from the Algarve, Pineapple, and Mango - packaged in 330ml sleek cans. The approach
targets key demographics through tailored distribution, pricing, and promotional efforts.
Additionally, the strategy focuses on a streamlined SKU selection to enhance operational efficiency
and market relevance, while setting a foundation for future product innovations. By leveraging
Sumol’s unique value proposition - its sensory appeal and cultural authenticity - the marketing plan
provides actionable steps to build brand awareness, encourage trial, and achieve sustainable growth
in a competitive market
Revolutionizing global connectivity: how to Launch an international brand within the Portuguese Telecom landscape - building the positioning for get
No full textThis project presents a comprehensive market entry strategy for get eSIM Travel, a new
international travel eSIM brand launched under NOS within the Portuguese
telecommunications landscape. Through extensive market research, qualitative and
quantitative data analysis, and strategic planning, we developed actionable insights to
position the brand effectively. The study covers competitive analysis, pricing strategy, financial assessment, and marketing mix optimization, ensuring a robust foundation for
get’s global expansion. Additionally, the project examines key challenges and opportunities
within the Chinese market, where regulatory factors and consumer behavior play a
significant role in shaping the market strategy. As an integral team member, I actively participated in all stages of planning, research, and
strategic discussions. In segmentation, targeting, and positioning (STP), I contributed
two critical brand positioning keywords that shaped the overall branding direction. My
contributions were particularly significant in data collection for both qualitative and
quantitative research, where I played a leading role in designing the methodology and
gathering insights. I was solely responsible for all statistical analyses and authored the
majority of the analytical and research reports. Additionally, I made substantial
contributions to competitor analysis, pricing strategy discussions, financial modeling, and China market research, providing key insights into market entry, consumer
behavior, and localized promotional strategies for China. The findings from this project
offer actionable recommendations that NOS can utilize to strengthen its presence in the
highly competitive travel eSIM marke