Vêgê (B) - Extract from Qualitative Study of June 2006

The case studies the positioning of a brand within the food oils and fats industry, the business area of Sovena Consumer Goods, S,A. and the events occur in Portugal in 2006. The main character in the case, marketing manager Luis Pereira Santos, is faced with the necessity of taking a decision about the repositioning of one of the brands, VêGê oil. The case illustrates the principles of marketing positioning and presents two tools available to the manager, to increase the effectiveness of the process. The brand-key, developed by Unilever, will be examined along with the five-box positioning statement, of Leo-Burnett Advertising. Finally, the case gives examples of the use of marketing management, both in its qualitative and quantitative aspects, leading to the conclusion of the indispensable nature of market studies.