How to ensure Cuf is being recognized as a top player in dental medicine, as much as it is in every other speciality - development of a branding strategy and service assortment plan

Detalhes bibliográficos
Autor(a) principal: König, Celine
Data de Publicação: 2023
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/157262
Resumo: The oral care sector in Portugal has been historically defined by shortcomings of the public sector. Such as lead to highly competitive and saturated environment with an increasing number of active oral health professionals. Thus, the purpose of this report is to carefully analyze the ways CUF dental medicine can find an opportunity in the market. As a result, a complete marketing analysis and communications plan- from a group perspective and complemented by individual reports- was developed to support CUF dental medicine’s solution of becoming a new sub-brand with exclusive payment options that offers consumers an integrated high-quality service.
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spelling How to ensure Cuf is being recognized as a top player in dental medicine, as much as it is in every other speciality - development of a branding strategy and service assortment planCuf dental medicineMarketing planIntegrated marketing communicationsServices marketingBranding strategyBrand identityService strategyFuture roadmapDomínio/Área Científica::Ciências Sociais::Economia e GestãoThe oral care sector in Portugal has been historically defined by shortcomings of the public sector. Such as lead to highly competitive and saturated environment with an increasing number of active oral health professionals. Thus, the purpose of this report is to carefully analyze the ways CUF dental medicine can find an opportunity in the market. As a result, a complete marketing analysis and communications plan- from a group perspective and complemented by individual reports- was developed to support CUF dental medicine’s solution of becoming a new sub-brand with exclusive payment options that offers consumers an integrated high-quality service.Velosa, JorgeRUNKönig, Celine2023-01-182023-012028-01-30T00:00:00Z2023-01-18T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/157262TID:203314271enginfo:eu-repo/semantics/embargoedAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T05:39:35Zoai:run.unl.pt:10362/157262Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:56:40.806646Repositório 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 How to ensure Cuf is being recognized as a top player in dental medicine, as much as it is in every other speciality - development of a branding strategy and service assortment plan
title How to ensure Cuf is being recognized as a top player in dental medicine, as much as it is in every other speciality - development of a branding strategy and service assortment plan
spellingShingle How to ensure Cuf is being recognized as a top player in dental medicine, as much as it is in every other speciality - development of a branding strategy and service assortment plan
König, Celine
Cuf dental medicine
Marketing plan
Integrated marketing communications
Services marketing
Branding strategy
Brand identity
Service strategy
Future roadmap
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
title_short How to ensure Cuf is being recognized as a top player in dental medicine, as much as it is in every other speciality - development of a branding strategy and service assortment plan
title_full How to ensure Cuf is being recognized as a top player in dental medicine, as much as it is in every other speciality - development of a branding strategy and service assortment plan
title_fullStr How to ensure Cuf is being recognized as a top player in dental medicine, as much as it is in every other speciality - development of a branding strategy and service assortment plan
title_full_unstemmed How to ensure Cuf is being recognized as a top player in dental medicine, as much as it is in every other speciality - development of a branding strategy and service assortment plan
title_sort How to ensure Cuf is being recognized as a top player in dental medicine, as much as it is in every other speciality - development of a branding strategy and service assortment plan
author König, Celine
author_facet König, Celine
author_role author
dc.contributor.none.fl_str_mv Velosa, Jorge
RUN
dc.contributor.author.fl_str_mv König, Celine
dc.subject.por.fl_str_mv Cuf dental medicine
Marketing plan
Integrated marketing communications
Services marketing
Branding strategy
Brand identity
Service strategy
Future roadmap
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
topic Cuf dental medicine
Marketing plan
Integrated marketing communications
Services marketing
Branding strategy
Brand identity
Service strategy
Future roadmap
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
description The oral care sector in Portugal has been historically defined by shortcomings of the public sector. Such as lead to highly competitive and saturated environment with an increasing number of active oral health professionals. Thus, the purpose of this report is to carefully analyze the ways CUF dental medicine can find an opportunity in the market. As a result, a complete marketing analysis and communications plan- from a group perspective and complemented by individual reports- was developed to support CUF dental medicine’s solution of becoming a new sub-brand with exclusive payment options that offers consumers an integrated high-quality service.
publishDate 2023
dc.date.none.fl_str_mv 2023-01-18
2023-01
2023-01-18T00:00:00Z
2028-01-30T00:00:00Z
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/10362/157262
TID:203314271
url http://hdl.handle.net/10362/157262
identifier_str_mv TID:203314271
dc.language.iso.fl_str_mv eng
language eng
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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
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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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