Launch plan for a new magazine for Pangea Lda. Company

• Autor(es): Cachada, Teresa Margarida Palácios Silva Rodrigues
• Data: 2013
• Identificador Persistente: http://hdl.handle.net/10362/11618
• Origem: Repositório Institucional da UNL
• Assunto(s): BeYou; Online Magazine; Targeted News; Women’s magazine
• Tipo de Documento: Dissertação de Mestrado
• Idioma: Inglês
• Orientador(es): Centeno, Vitor

Descrição

A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics The purpose of this paper is to present a proposal of marketing plan for Pangea, a startup company that is currently seeking to develop a magazine for young women: BeYou. The project aims to study the major marketing trends in the sector, as well as to identify the business opportunity in the market in order to implement the magazine. Supported by qualitative interviews focused on the needs and preferences of young women, insights about the customers and market were acquired. By identifying an opportunity on the magazines field suited for leisure times, a plan was developed to define the appropriate positioning and marketing strategy.