How to position “amanhecer” and successfully communicate it to increase its market share?

• Autor(a) principal: Santos, Marta Moreno Sousa dos
• Data de Publicação: 2019
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10362/70658
• topic: Convenience; Positioning; Amanhecer; Communication; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

This Work Project focuses on consumers’ behaviour towards convenience stores. Its main objectives are to understand how “Amanhecer” should position itself in the market and how it should be communicated. To address these objectives, first, secondary data was collected. Second, primary research was conducted, through in-store observations and in-depth interviews. Two main challenges were discovered: consumers’ distinct images of Amanhecer’s stores and the unclear positioning of the retailer in the market. To mitigate these challenges, “Amanhecer” should improve its brand identity and brand positioning, and adopt the recommendations made for the marketing and communications programs.