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Marketing

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How can a brand grow by migrating from a premium to a luxury positioning?: Claus Porto’s transformative journey  from a premium soap brand to a luxury lifestyle brand

How can a brand grow by migrating from a premium to a luxury positioning?: Claus Porto’s transformative journey from a premium soap brand to a luxury lifestyle brand

 This case explores how a brand can increase sales by migrating from a premium to a luxury positioning, by studying the transformative journey of the 130 years-old Portuguese brand Claus Porto from a premium soap to a luxury niche lifestyle brand, from several perspectives, i.e., strategic, marketing and commercial. 

Sumol Compal in China

Sumol Compal in China

In 2014, Julio Gomes, International markets manager of the Portuguese beverage company Sumol Compal, had the challenge of developing a business and marketing plan to triple revenues in the Chinese market within three years.