Developing a digital marketing strategy

: the case of NAU Beer

Abstract

The Portuguese Beer market is highly concentrated, being dominated by two industrial Beer brands. NAU is a recent entry in the market, wanting to make a change by launching a Handcrafted Beer, different from any other brand currently present in the market. Likewise any entrepreneurial company, NAU needs to build a brand on a budget. Thus, the study focuses on digital marketing strategies given the growing relevance of the online media channels, as well as its economic advantages. So how can NAU develop a cohesive online marketing strategy so as to create brand awareness? The present dissertation provides a comprehensive overview of relevant marketing topics of Branding, Positioning, Digital Marketing, Marketing Communications and Social Media in the Literature Review. Additionally, a Market Research is also conducted, which includes two Focus Groups, an Online Survey and a Benchmark Analysis. The results of this dissertation suggest that NAU is not fully taking advantage of the online channels. Given so, enha

Date of Award	22 Jul 2016
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Rute Xavier (Supervisor)