Market research for Lonkero in the Portuguese beverage market
Pääkkönen Alvim, Lucas Mikael (2024)
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024120933919
https://urn.fi/URN:NBN:fi:amk-2024120933919
Tiivistelmä
This thesis analyses the potential for the Finnish pre-made long drink called Lonkero in the Portuguese alcoholic beverage market. The thesis utilises secondary research to evaluate consumer behaviour, cultural differences, and the competitive landscape to understand the potential of Lonkero in Portugal.
The findings suggest opportunities in the Portuguese evolving alcohol consumption patterns and positioning in accordance to cultural values as social drinking and value for quality of life. However, challenges include cultural values as high uncertainty avoidance, a very competitive industry, and regulatory constraints. Recommendations primarily focus on tailoring marketing to the Portuguese culture, consumer education, and competitive pricing, to establish Lonkero within the Portuguese ready-to-drink market segment.
The findings suggest opportunities in the Portuguese evolving alcohol consumption patterns and positioning in accordance to cultural values as social drinking and value for quality of life. However, challenges include cultural values as high uncertainty avoidance, a very competitive industry, and regulatory constraints. Recommendations primarily focus on tailoring marketing to the Portuguese culture, consumer education, and competitive pricing, to establish Lonkero within the Portuguese ready-to-drink market segment.