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Exploring the impact of endorsement marketing on consumer perceptions: a case study of Vichy endorsement of Dercos hair care products
No full textThis Work Project explores the impact of brand endorsement on consumer perception. Brand
endorsement is a common strategy in the cosmetic industry, and previous studies have
demonstrated its effectiveness. The study conducted a randomized controlled experiment with
two groups: one exposed to the Vichy endorsement and the other not exposed. Using 101 survey
responses, the presence of the Vichy endorsement on the Dercos shampoo bottle was found to
positively influence consumer perceptions of product quality, expertise, prestige and purchase
intentions. However, it did not have a significant impact on effectiveness, value for money and
trustworthiness
A consulting lab on grupo Ageas Portugal metaverse strategy:grupo Ageas Portugal metaverse strategy and implementation plan
No full textMetaverse is a disruptive technology with the potential to alter how we live and interact. Grupo
Ageas Portugal is an insurance firm, with a strong commitment to sustainability and the
community. Therefore, the task is to determine where GAP may generate value in the
Metaverse and have a beneficial impact on society in the direction of sustainability and
inclusivity. Moreover, the project intends to determine how GAP should approach a Metaverse
strategy and implementation to generate value-add. As Metaverse understanding and presence
are still in their infancy, the team has established a testing, learning, and scaling strategy
Leveraging Google travel with bard. Pioneering the future of travel
No full textThis thesis investigates the potential impact of Web 3.0 technologies on the travel industry,
specifically focusing on Google Travel. After identifying secondary markets, the validation of
reviews, and loyalty programs as the most suitable blockchain applications, recommendations
on the implementation of generative AI chatbots, particularly Bard, to Google Travel are
developed, being: enhance Bard’s functionalities, create API connections, integrate with other
Google products, engage in user education, and target different user groups. By embracing the
recommendations, Google Travel can position itself as a transformative leader in the industry,
offering innovative solutions, meeting customer demands and shaping the future of travel
The use of artificial intelligence tools and artificial intelligence generated content in debt collection and trends and developments for debt collection agencies to capitalise on
No full textArtificial Intelligence is on the rise, and is impacting various sectors, including the BPO and financial
sector. This comes with opportunities of various natures, but also with challenges. The research question
investigated in the report is how debt collection agencies can capitalise on the trends and developments
and the use of artificial intelligence (AI) tools and AI-generated content (AIGC) to stay relevant, and to
improve its business process to thus create gain an edge in the market. Debt collection agencies can
thus enhance their customisation and increase the innovation created and delivered to their clients
Impact of foreign direct investment on affordable housing in Lisbon
No full textThe real estate market is a pillar of the modern economy, and Portugal is no exception to the
rule. Throughout this paper, there is the goal of aiming to deconstruct the reasons behind price
moves in this sector and the weight that foreign direct investment has on them. By collecting
various macroeconomic factors from numerous sources, along with comprehensive research on
the set of policies implemented throughout the last years, multilinear regression models were
conducted, attempting to show how different variables explain the changes in housing
affordability in the city of Lisbon between 2010 and 2022
Unraveling the notion of purpose: exploring the factors that drive and define professional decisions for generation z
No full textThis study investigates the perception of purpose among Central European GenZ uni versity graduates and its influence on their career decisions. Semi-structured interviews with five
people and a quantitative study among 71 participants were conducted. The results indicate that
purpose plays an increasingly more critical role in career decisions. Especially values and long term objectives constitute the population’s understanding of it. The findings suggest organizations
can enhance recruiting effectiveness, employee engagement, and retention through clear, purpose oriented communication. However, the small sample size and reliance on self-reporting limits this
study's conclusions. Future research should consider larger, more diverse samples and longitudinal
designs
How can pousadas de Portugal attract a younger target from Portugal, Spain and France to its properties? - Communications plan
No full textWith an eighty-year history, Pousadas de Portugal is a unique brand in the hospitality
industry. Historical properties in prime locations and a strong gastronomical offering
contribute to its prestige. To maintain long-term sustainability and strengthen the brand's
presence in the Portuguese, Spanish and French markets, it is essential to rejuvenate the brand
to meet the needs of millennials. As a result of analysing this generation's requirements and
aspirations, it has been possible both to identify untapped opportunities, thus improving and
modernising the current service and proposing a new sub-brand catered to the so-called
experience generation, for which new brand elements were created, assuring its fit into
Pousadas’ new proposed identity. A marketing plan was devised towards delivering true
service excellence, with a special emphasis on segmentation, targeting and positioning,
defining the best service product assortment, pricing, and critical aspects of service-focused
brands such as people strategy, physical evidence and processes. Furthermore, an integrated
marketing communications plan was developed, supporting implementation.
Furthermore, an in-depth analysis of the proposed communications plan was developed
to have a better understanding on the approach followed, as well as the channels used to
deliver the desired marketing message
M A R - an innovative collagen solution to redefine the future of wellness while protecting marine ecosystems: market & customer analysis
No full textWithin the “Building Companies Based on Science” field lab, the objective is to create MAR, a
start-up company that offers innovative collagen supplements, capitalizing on a proprietary
collagenase sourced from marine bacteria, a groundbreaking innovation attributed to Dr Elin
Moe. This enzyme degrades collagen from tuna skin, yielding collagen peptides that hold
significant commercial value. Thus, I endeavour to conduct a comprehensive market and
customer analysis to formulate a visionary business plan for MAR. This aims to facilitate the
transformation of these tuna collagen peptides into innovative collagen supplements that will
redefine one’s relationship with their skin
Rethink the food & beverage offering for Pestana city hotels in Portugal and Spain. Pestana´s brand identity, brand elements, positioning choices and service excellence through marketing mix of people
No full textThis project aims to redefine the F&B offerings for Pestana City Hotels in Portugal and Spain,
focusing on the brands Pestana Pousadas de Portugal, Pestana Collection Hotels and Pestana
CR7 Lifestyle Hotels. In addition, it uncovers new business models based on new trends in the
market. An individual supplement was developed to understand the brand identity of Pestana
sub-brands as their F&B offerings, how brand elements and positioning choices connect with
F&B offerings, marketing-mix of people and the key elements to deliver a service excellence
How to grow Mateus business in Spain, focusing on activating critical summer spots - developing the product strategy for Mateus in Spain
No full textThis project aims to develop a marketing strategy that addresses the research question "How to
grow Mateus's business in Spain, focusing on activating critical summer spots”. To address the lack
of differentiation in the fragmented Spanish wine market, a tailored positioning for Mateus in Spain
is proposed based on qualitative and quantitative research. After the STP, the brand identity,
marketing mix and communication strategy tailored to the Spanish market are developed. More
specifically, Mateus's current product portfolio is analysed to identify areas for improvement.
Subsequently, current products are improved, and new products are added considering market
trends and customer preferences