Pingo Doce challenge : how to shift to a new positioning strategy without losing consumers’ loyalty?
Autor(a) principal: | |
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Data de Publicação: | 2018 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.14/25351 |
Resumo: | This thesis was developed based on a real company, Pingo Doce, a 200 years old Portuguese retailer. The goal was to understand its current positioning in the market and how a different positioning strategy could beneficiate the firm. More specifically, it focused on comprehending the event that happened on the 1st of May 2012, when the company shifted from an Every Day Low Price strategy to a continuous promotional cycle. Since then, Pingo Doce is offering promotions to its consumers, immediate or delayed, but without extracting key information about its consumers which enables the company to build a strong customer’s data base and to tailor their offers. The purpose was to identify who Pingo Doce’s consumers are, what do they value and how the company could obtain relevant data about them to have a well-defined Customer Relationship Management (CRM) strategy. This strategy must be incorporated within the consumers’ needs in order to change the firm’s current price positioning to a more sustainable one in the long-term. |
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Pingo Doce challenge : how to shift to a new positioning strategy without losing consumers’ loyalty?RetailingPositioningPrice strategyLoyalty schemesRetalhoPosicionamentoEstratégias de preçoProgramas de fidelizaçãoDomínio/Área Científica::Ciências Sociais::Economia e GestãoThis thesis was developed based on a real company, Pingo Doce, a 200 years old Portuguese retailer. The goal was to understand its current positioning in the market and how a different positioning strategy could beneficiate the firm. More specifically, it focused on comprehending the event that happened on the 1st of May 2012, when the company shifted from an Every Day Low Price strategy to a continuous promotional cycle. Since then, Pingo Doce is offering promotions to its consumers, immediate or delayed, but without extracting key information about its consumers which enables the company to build a strong customer’s data base and to tailor their offers. The purpose was to identify who Pingo Doce’s consumers are, what do they value and how the company could obtain relevant data about them to have a well-defined Customer Relationship Management (CRM) strategy. This strategy must be incorporated within the consumers’ needs in order to change the firm’s current price positioning to a more sustainable one in the long-term.A presente tese foi desenvolvida com base numa empresa real, o Pingo Doce, um retalhista português que opera no mercado há 200 anos. O objectivo foi o de perceber o positionamento atual da marca e de criar uma estratégia de posicionamento diferente de forma a beneficiar a empresa. Mais concretamente, o foco foi em compreender o que aconteceu no dia 1 de Maio de 2012 quando a empresa passou de uma estratégia de preços sempre baixos para um ciclo promocional continuo. Desde então, o Pingo Doce tem oferecido aos seus consumidores promoções, imediátas ou tardias, mas sem extrair informação relevante sobre os mesmos, o que o impossibilita de construir uma base de dados de clientes sólida e de personalizar ofertas. O proposito foi o de identificar quem é o consumidor pingo doce, o que este valoria e de que forma a empresa poderia obter dados relevantes sobre o mesmo de forma a construir uma estratégia de CRM. Esta estratégia terá de ser incorporada conforme as necessidades dos seus consumidores de forma a alterar o positionamento da marca para uma mais sustentável a longo prazo.Vale, Rita Miguel Ramos Dias Coelho doVeritati - Repositório Institucional da Universidade Católica PortuguesaMarques, Maria Margarida Crespo Silva2020-02-28T01:30:47Z2018-03-0820182018-03-08T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/25351TID:201888181enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-07-12T17:30:44Zoai:repositorio.ucp.pt:10400.14/25351Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:20:12.480713Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Pingo Doce challenge : how to shift to a new positioning strategy without losing consumers’ loyalty? |
title |
Pingo Doce challenge : how to shift to a new positioning strategy without losing consumers’ loyalty? |
spellingShingle |
Pingo Doce challenge : how to shift to a new positioning strategy without losing consumers’ loyalty? Marques, Maria Margarida Crespo Silva Retailing Positioning Price strategy Loyalty schemes Retalho Posicionamento Estratégias de preço Programas de fidelização Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
Pingo Doce challenge : how to shift to a new positioning strategy without losing consumers’ loyalty? |
title_full |
Pingo Doce challenge : how to shift to a new positioning strategy without losing consumers’ loyalty? |
title_fullStr |
Pingo Doce challenge : how to shift to a new positioning strategy without losing consumers’ loyalty? |
title_full_unstemmed |
Pingo Doce challenge : how to shift to a new positioning strategy without losing consumers’ loyalty? |
title_sort |
Pingo Doce challenge : how to shift to a new positioning strategy without losing consumers’ loyalty? |
author |
Marques, Maria Margarida Crespo Silva |
author_facet |
Marques, Maria Margarida Crespo Silva |
author_role |
author |
dc.contributor.none.fl_str_mv |
Vale, Rita Miguel Ramos Dias Coelho do Veritati - Repositório Institucional da Universidade Católica Portuguesa |
dc.contributor.author.fl_str_mv |
Marques, Maria Margarida Crespo Silva |
dc.subject.por.fl_str_mv |
Retailing Positioning Price strategy Loyalty schemes Retalho Posicionamento Estratégias de preço Programas de fidelização Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Retailing Positioning Price strategy Loyalty schemes Retalho Posicionamento Estratégias de preço Programas de fidelização Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
This thesis was developed based on a real company, Pingo Doce, a 200 years old Portuguese retailer. The goal was to understand its current positioning in the market and how a different positioning strategy could beneficiate the firm. More specifically, it focused on comprehending the event that happened on the 1st of May 2012, when the company shifted from an Every Day Low Price strategy to a continuous promotional cycle. Since then, Pingo Doce is offering promotions to its consumers, immediate or delayed, but without extracting key information about its consumers which enables the company to build a strong customer’s data base and to tailor their offers. The purpose was to identify who Pingo Doce’s consumers are, what do they value and how the company could obtain relevant data about them to have a well-defined Customer Relationship Management (CRM) strategy. This strategy must be incorporated within the consumers’ needs in order to change the firm’s current price positioning to a more sustainable one in the long-term. |
publishDate |
2018 |
dc.date.none.fl_str_mv |
2018-03-08 2018 2018-03-08T00:00:00Z 2020-02-28T01:30:47Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10400.14/25351 TID:201888181 |
url |
http://hdl.handle.net/10400.14/25351 |
identifier_str_mv |
TID:201888181 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.source.none.fl_str_mv |
reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
instname_str |
Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
instacron_str |
RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
collection |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository.name.fl_str_mv |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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1799131898840088576 |