Strategies to increase out-of-home consumption of Compal

: the main meal challenge

Abstract

Compal is the leading Portuguese juices and nectars brand created in 1952, responsible for a market share superior to 70%. The brand belongs to the group Sumol+Compal, which is a beverages Portuguese company that resulted from the merger of two strong players in the Soft Drinks market: Sumolis and Compal. In Portugal, beverages intake mostly occurs during lunch and dinner. However, Compal’s consumption is higher during light meals: breakfast and afternoon snack. Therefore, the entire dissertation revolves around this opportunity faced by the brand: how can Compal change consumers’ habits and increase its consumption levels during main meals in the HORECA (hotels, restaurants and cafes) channel, without jeopardizing its core consumption occasions? The present dissertation provides a broad overview of relevant marketing topics of brand equity, positioning, repositioning, consumer behavior in the soft drinks market and communication strategies in a Literature Review. Additionally, a Case Study is also present with a Teaching Note, where instructions are provided for in-class discussion, and a Market Research, which includes an In-depth interview to Compal’s marketing manager, two Focus Groups and an Online Survey. Results of this dissertation suggest that Compal needs to create a different juice concept to convince Portuguese consumers that J&N are proper for main meals, with the help of in-store lunch promotions targeting students and employees, and higher distribution in restaurants and hotels.

Date of Award	15 Feb 2016
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Pedro Celeste (Supervisor)