The challenge consisted of developing and presenting a complete market study for a brand in the FMCG sector, with the aim of defining a repositioning strategy within its category. The presentations demonstrated a high level of analytical rigour and a strong strategic component, reflecting the participants’ ability to combine academic knowledge with a critical reading of the market.
Throughout the project, concepts such as brand awareness, voice of the consumer, competitive positioning, perceptual maps and the development of value propositions were explored and applied in a structured, decision‑oriented manner.
The final session took place in the Porsche Room of the Américo Amorim Building and marked the conclusion of the Marketing course, taught by Professor Susana Costa e Silva. The moment also stood out for the quality of teamwork, the creativity displayed and the consistency of the solutions presented. According to the professor, “By challenging students to develop a complete market study for a real brand in the FMCG sector, we created a learning environment that realistically mirrors the demands faced within organisations. It was a way of promoting not only technical knowledge, but also the ability to connect with the market and to make and execute strategic decisions.”
This initiative reflects Católica Porto Business School’s approach to learning, fostering practical experiences that bring participants closer to the real challenges faced by organisations.
