Ach Brito is a successful family-‐owned company founded in 1887 in Oporto responsible for the production of about 40,000 soaps among other products per day that are commercialize in the national and international markets. On the last day of 2008, this traditional firm acquired Saboaria e Perfumaria Confiança. In this sense, the aim of this paper is to explain the synergies and changes occurred during the past three years, as they were rivals for 100 years with similar products in the same segments (mass-‐ market and premium/luxury) Ach Brito, a familiar firm that struggles to assume a leadership position in the competitive soap market, is an interesting case for management students in its acquisition challenges of the rival Confiança. Due to the guidance of teaching notes, case study, literature review and market research divisions, teachers could use this case as class discussion by explaining some topics (brand positioning, product, price, place and promotion) in the field of Marketing Strategy.
| Date of Award | 30 May 2012 |
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| Original language | English |
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| Awarding Institution | - Universidade Católica Portuguesa
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| Supervisor | Pedro Celeste (Supervisor) |
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Ach Brito: the acquisition of Saboaria & Perfumaria Confiança
Ramos, M. (Student). 30 May 2012
Student thesis: Master's Thesis