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How to grow the Offley port mine brand in Belgium leveraging its legacy - developing the new segmentation, targeting, and positioning (stp) strategy for Offley in Belgium
No full textThe Belgian market is fiercely competitive, where alcohol brands strive against the
trending decline in consumption, and the Port wine brand Offley is no exception. Hence, this
project presents a strategic marketing solution to the problem, “How to grow the Offley Port
wine brand in Belgium leveraging its legacy” though boosting innovation across Offley’s
STP, brand, and 4Ps marketing mix while keeping the legacy of Offley’s Baron of Forrester
alive. This report showcases and presents a new and reinvented segmentation, targeting, and
positioning strategy for Offley Belgium through the extensive research of the alcohol
beverage drinker market, the development of personas, and a revamped positioning statement
How can medtech companies leverage patient data opportunities to increase their presence along the entire patient journey
No full textThis research explored strategies for MedTech companies to enhance their presence and
competitiveness in the future patient journey. The findings emphasized the need for MedTech
companies to adapt their business strategies, focusing on early-stage involvement. MedTech
companies were found to have advantages in clinical certification and patient data trust
compared to indirect competitors. Building patient trust was identified as a significant
challenge, but shifting towards patient-oriented products and services and partnering with
trusted brands were effective approaches. The research also highlighted the importance of
careful planning, creating an end-to-end ecosystem, and leveraging patient data for new
business opportunities
What premium are young Indians willing to pay for sustainable skincare products
No full textThis research investigates the average premium young Indians are willing to pay for sustainable
skincare products and the demographic factors that have an impact on this premium. The study
uses a quantitative survey approach, using dichotomous choice testing. Regression tests and
confirmation mean comparison tests are done to check the statistical significance of the proposed
hypotheses. The results show that willingness to pay higher premiums is driven by income and
age but gender plays no significant role. The findings have practical implications for companies
as they can tailor pricing decisions better to meet the demands of this specific consumer segment
The influence of sociodemographic factors on attitudes and purchase intention of sustainable cosmetics packaging
No full textThis study investigates the influence of consumers’ sociodemographic profiles on their
perceptions, attitudes and behaviors in purchase decisions of refillable cosmetics packaging as
a sustainable alternative. A survey with respondents across the Gen Z, Millennial and Gen X
generations based in Germany, Brazil and South Africa reveals that there is a significant
influence of age on the perception of sustainability and location on the likelihood of purchase
of refillable packaging. Based on these results, three consumer personas are created as the
foundation for actionable recommendations for businesses how to successfully implement
sustainable solutions such as refillable packaging in the market
A consulting lab on grupo Ageas Portugal metaverse strategy: an analysis of grupo Ageas Portugal on metaverse strategy concept development
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 aims at deliberating which “play areas” apply the best to the
current relationship between Metaverse capabilities and Insurance sector requirements and
disruptions, while permanently keeping an eye for what the future might hold
Consulting lab for indie campers: analysis of the existing stock algorithm
No full textThis paper aims to provide a deep understanding of creating a price and stock minimum viable
product (MVP) based on the algorithms currently applied by Berry car rentals. To understand
the development of the MVPs, a literature review of the most important concepts is provided.
After diagnosing and analysing the weak points of the currently used algorithms, potential
solution approaches are identified. Those solution approaches serve as the basis for the MVP
development. Finally, developing the new price and stock MVPs is explained extensively,
leading to presenting the results and their corresponding limitations
Optimizing inventory and pricing strategies from a revenue management perspective : a value-added revision of essential trading issues
No full textThe consulting project discussed in this thesis was conducted with the Portuguese company
Indie Campers, which offers road trips throughout Europe, US, and Oceania. To guide its
revenue management function, the client relies on demand forecasting, and stock and price
management. This paper aims to provide a deep understanding of the current pricing and stock
planning, current processes and management capabilities in the Revenue management function
at Indie Campers. To understand the Revenue management functioning, a literature review of
the most important concepts is provided. After diagnosing, analysing, and experiencing the use
of the current processes and capabilities at Indie campers, a glossary, and a playbook are
conceptualized. These approaches serve as a guideline with the aim of, respectively,
formulating and structuring the most important concepts, and elaborating the key steps and best
practices for effectively solving revenue management related challenges at Indie Campers
Accelerating L´ Oréal´s mass beauty sales in Germany: how to improve performance by deriving strategic recommendations from sellout data for the online retailer notino
No full textThis academic working project presents a comprehensive analysis of sellout data and secondary data sources to derive strategic recommendations for L'Oréal, the market leader in the mass beauty industry. Utilizing mixed-methods research, including micro and macro frameworks, the study focuses on enhancing L'Oréal's performance in the German market, specifically through the online retailer Notino. The key recommendations involve offering exclusive product editions on Notino and leveraging L'Oréal's innovation competencies into sustainable products and packaging to influence Notino's guidelines and gain a competitive advantage. This research provides practical and data-driven insights to accelerate L'Oréal's mass beauty sales in Germany
Sales strategy for increasing Edp commercial new business through association members and other stakeholders
No full textThis report serves as an individual supplement to the Business Project titled "Communications Plan
for EDP to Reach Out to Portuguese Associations". Its primary focus is to conduct a comprehensive
analysis of the Sales Strategy component within the project.
The report begins by examining EDP Comercial’s existing strategy and making the necessary
improvements to accommodate the new type of customers. This evaluation is carried out using the
Sales Effectiveness Drivers Framework, drawing on the concepts of World of Sales and Sales
System.
The analysis primarily revolves around the evaluation and adaptation of the sales strategy, go-to market strategy, and sales effectiveness drivers. It entails explaining the rationale behind the
necessary changes and comparing them to EDP’s current strategy
Sleep as a service by Emma - the sleep company: the communication plan
No full textThe work project explores if there is a market for "Sleep as a Service" in Germany to create a
profitable and sustainable revenue stream for the mattress company Emma. After both
qualitative and quantitative research has been conducted, the mattress renting model Emma
Rent was introduced. For this service, a marketing and communication campaign was
developed focusing on Advertisement and Promotion. The Communication plan includes
further details on marketing-, action- and communication objectives as well as the target
audience. Based on this, a suitable integrated communication and media strategy was
developed including budget, tracking and schedule proposals