Brand Management Project -

Lisbon as a Potential Destination for Indian Investors

SADO GROUP Daniel Rebelo |Inês Menezes |Siddhartha Nanda|Swagata De The Lisbon MBA
 Agenda
•Context and Marketing Problem
•Research Methodology

•Research Findings

•Existing Brand Image of Lisbon

•Recommended Brand Identity – Using Kapferer’s

Model

•Recommended Brand Positioning

•Our Suggestions

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Context and Marketing Problem
Context ▪ The city of Lisbon desires to attract foreign direct investment. Therefore,
it's developing innovative "tailor made" brand management techniques
to best position it self toward target markets.

▪ Indian internationalization in Europe is either based on a transactional

base aimed at achieving exports and access to new markets or in a R&D,
learning synergies perspective. There may be needs of localization
assembly capabilities

▪ Indian industry/service sectors already present in Portugal:

IT software development, IT consulting, pharmaceuticals, textiles

Marketing ▪ How to best position Lisbon to attract investors from India.

Problem

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 Qualitative Research Process
Objective – Investment
Bankers
• Understand the needs and behaviors of Indian Portugal India
Consultants &
investors and key drivers behind their investment Chamber of
Specialists
Commerce
decisions
• Evaluate current brand image of Lisbon as
perceived by Indian Investors
Who Indians
AAPI did we working in
Lisbon
Required Information – Talk to ?
• Image and Perception of Lisbon
• Indian Investment Criteria and Location Choices Techniques Used-
• Partners in Internationalization in Europe Direct Method – Depth Interviews (Face to
• Channels / Tools to gather information before Face, Phone, Email)
investing in a location Indirect Method – Projective Techniques

Interview Guide (Examples of Questions Used)

• How long have you been working in Lisbon, Portugal/ European city? And your company?
• Can you please describe the process of coming to Lisbon/ other European city?
• What drives your company to internationalize in Europe? What factors are you looking for while
choosing a location ?
• Tell me 3 words that cross your mind when we refer to the following cities: Lisbon, Madrid,
Barcelona, Paris, Rome

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 Our Findings – What attracts Indian Investors ?
Growth Opportunities
• Expansion/diversification through business acquisitions / joint ventures / strategic partnerships
• Greater Visibility on a Global Map (fancy business address In Europe to attract clients)

Ease of doing Business

• Political and Economic Stability
• Business efficiency / Reduced Bureaucracy (permits, trade licenses)
• Availability of Government Incentives (cheap land) and attractive tax/fiscal policies

Access to Overseas Markets

• Access to newer geographical markets and business sectors through local synergies

High Productivity and Cost Efficiency

• Flexible high quality workforce at competitive costs
• Talented/skilled resource pool for hi-tech and research oriented industries

Infrastructure
• Strategic location to set up operations with excellent air, rail, road connectivity

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 Lisbon – Assessment of Current Brand Image

Positive Brand Positive Brand Negative Brand Negative Brand

Associations Associations Associations Associations

Cheap Destination in
Pleasant Weather – Slow and Lethargic Level of Education
Western Europe in
Hot Summers and Work Culture (Goa perceived to be quite
terms of Labor and
Mild Winters Stereotype) low
Operational Costs

Takes time to locate

Good Food including a Hi-Tech Workforce Abu Salem case
on the EU Map
large number of Available – Wipro and created negative
(confusion with
Indian Restaurants TCS Operations publicity in media
Greece/Spain)

Lisbon region
Worldwide Exporter Historical, Cultural Language Problems considered more
of Wines and Olive and Trade Relations especially in public touristic compared to
Oils with India offices the Industrial region
in Porto

Conduit to Expand in Bureaucratic issues – No direct flights,

Football – Ronaldo an
Iberia, Latin America procuring visas and connectivity to India
icon in India
and Africa residence permits vis-à-vis other cities

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 Lisbon – Current Brand Image Comparable Responses
Destinations in
Europe
??? Madrid Good weather, Tourist
attraction, Santander
Totta, Lively Place
Barcelona Industrial location, party
haven, very crowded
Touristic Cheap
Attractions
Lisbon Destination
Paris Banks, expensive,
touristic

Good
Quality of Rome Textile industry, fashion
Life at Low hub
Cost

• No strong brand image can be associated with Lisbon

• No clear idea about the city’s location
• Generalized or vague perceptions about climate, touristic attractions, people
but lacking specifics
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 Recommended Brand Identity – Kapferer’s Identity
Prism
PHYSICAL PERSONALITY
• Torre de belem, Expo, The Lisbon Bridge, Entrepreneurial, proactive,
Port of Lisbon, Tram Car, Fado, Bacalhau, efficient, open minded,
Pastes de Nata business friendly, warm and
hospitable

RELATIONSHIP CULTURE
•Flexibility, safety, diversity, •Business Gateway to
openness, reliability, stability Lisbon Portuguese speaking world
•Highly talented workforce at •Old and New Worlds Exist
competitive costs in Harmony
•Strong focus on innovation,
R&D

CUSTOMER REFLECTION SELF-IMAGE

Open minded investors willing to grow in
relatively unexplored geographical destinations
(including Africa and Latin America) especially in
high growth sectors like technology,
pharmaceutical, textiles and hospitality
•Lisbon feels like “a home away from a
home” – weather, food, friendly people are
reminiscent of India
• Lisbon connects me to new worlds, new
people and new opportunities

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 Recommended Positioning for the Brand “Lisbon”
Points of parity
Points of Parity
•High Quality of life
• Easy Access to rest of Europe
•Good food / Pleasant Climate
•Excellent telecommunication
infrastructure
Points of
Difference
•Low cost of living in western Europe
•Multilingual Skilled work force at
cheaper rates with flexible work
contracts
•Strategic Location- Entry to
Mediterranean / Facing the Atlantic
•More hours of Sunshine
Place Branding Project- SADO GROUP
Positioning Statement – Short Term Perspective
For Indian Companies keen to venture into the
European market, Lisbon is the ideal “home away
from home” providing excellent amenities and
quality of life as well as access to a talented
workforce with specialized skills in technology, retail
and biosciences at a much lower cost.
Positioning Statement – Long Term Perspective
For Indian Companies keen to internationalize in
new markets, Lisbon is the European capital which
gives the most competitive access to Portuguese
speaking markets in Latin America and Africa
because of its strong historical and current links to
these territories.
The Lisbon MBA | 8
 How do we develop a Brand Management Strategy for
Lisbon to attract Indian Investors ?
Objectives
Brand
Awareness Create Spontaneous
Adopt a Strategy aimed Awareness
Cognitive at increasing Brand
Brand Awareness and Brand
Knowledge Knowledge
Create Strong Brand
Associations

Affective Brand
Preference
Communicate
Renewed Brand Quality
Brand
Purchase
Behavior

Brand
Loyalty

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 Recommendations - Invest in Bilateral Exchange
Political Contact Business Contact Education Programs Attract through Examples

Portuguese Prime Demonstrate

Portuguese opportunities by
Minister Jose Socrates Lisbon has excellent
entrepreneurs and highlighting examples
visited India in Nov centres for higher
companies should of companies of
2007 with top business education which can
participate in business companies that have
delegates from Portugal attract Indian youth to
forums/expos and successfully created
including CEO of BES, pursue UG/PG/MBA
technology conferences business by investing in
CEO of Ydreams. More programs who can
in India where they can Portugal such as TCS
such visits should take create ties with the
interact with potential and Wipro
place to encourage Indian market
investors
business contact

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 Recommendations – Invest in Bilateral Exchange
Sports Exchange Cultural Exchange Bollywood Select Event Associations

Cultural Events that
capture Indian media Italy, Germany, Poland,
Sports especially
attention like concerts,
football can also be an
plays, film festivals,
effective way to bridge
food festival, book fairs,
ties with the Indian
even fashion weeks can
Market. Visits of Foot
be a good way to bring
ball teams can get some
focus on Lisbon.
corporate sponsorship
International Indian
Switzerland, France, Film Academy
IIFA Weekend and
Russia are frequently
Awards – Annual Event
featured in Bollywood
movies creating FICCI – IIFA Global
awareness, curiosity Business Forum
and tourist footfall.
Previous Hosts -
Lisbon has excellent
Amsterdam, Yorkshire,
locales and very good
light ideal for filming. Macau, Sun City, KL,
Dubai, London,Colombo

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 Thank You !
For Additional Details on this Project please contact –

Swagata De swagata.de10@thelisbonmba.com
Siddhartha Nanda siddhartha.nanda10@thelisbonmba.com
Daniel Rebelo daniel.rebelo10@thelisbonmba.com
Maria Ines Menezes ines.menezes10@thelisbonmba.com

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