How can store atmosphere be applied in Sonasol brand?

• Autor(a) principal: Pinto, Inês Ferreira Lourenço
• Data de Publicação: 2017
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/15765
• topic: Marketing; Store atmosphere; Fast moving consumer goods; Detergents; Estratégias de marketing; Marca comercial; Consumo; Portugal

The presented pedagogical case study aims to study the importance of the new store atmosphere trend in a fast moving consumer good brand, Sonasol, in Portugal. Nowadays, in Portugal, fast moving consumer good’s brands are experiencing a dramatic reality regarding price competitiveness. Since May 1st 2014, when one of the major chains of the country has advanced with a strategy of 50% price cut off, the market has been getting more aggressive. Is conventional marketing enough to attract new and existing consumers? Has, a brand with 65 years, ability to grow and differentiate itself versus the competition? A qualitative and quantitative analysis allowed to conclude that Sonasol has not the capacity to install a price war and that this strategy must be rethought. In a market where is possible to find some studies about marketing experiential and its main advantages, comes the opportunity to do different - and better! Having as main objective the retention of the oldest consumers of the brand and also the recruitment of a younger generation more uncomplicated and more active in society, different proposals were developed in the area of marketing focused on the brand's ability to promote a distinctive experience. The area of experimental marketing and store atmosphere is an area with a scarce scientific investigation, but already showing many advantages and successes when implemented. In this sense, this study serves to demonstrate how a traditional and aging brand can be reborn in the market and bring a new era to the fast moving consumer goods market.