A inovação das marcas próprias em resposta à distribuição

Abstract

This research wil l analyze the introduct ion o f the s tore brands in the FMCG (Fast-moving consumer goods), we want t o analyze t h e impact of thi s brands inthesales of t h e industry brands, who a r e loosing market share in the last 3 years . We will try to respond to the question: Is innovation the solution of the industry brands f o r t h e emergence of the store brands i the market? Store brands are products that usually have simple packcaging and are copies of the products top of mind of the industry brands, but they can in many cases be a smart choice for the consumers. We will discuss about innovation in rebranding, new products, design and packcaging, quality , marketing strategies and advertisements. Some topics of this investigation are the loyally of the consumers to the industry brands and neuromarketing techniques. The investigation has two interviews to professionals of the industry, one representing the store brands and distribution and other in the name of industry brands and innovation. In the end we concluded about the importance of innovation for the consumer ’ s and the market , and the necessity of store brands and industry brands to innovate in the FMCG category.

Date of Award	2014
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Carla Ganito (Supervisor)