How should ajuda de mãe market its services?

Detalhes bibliográficos
Autor(a) principal: Monteiro, Luísa Maria Xara-Brasil Borba da Cunha
Data de Publicação: 2021
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/139138
Resumo: The following paper will analyse how to monetize Ajuda de Mãe (AdM) services for non-beneficiary mothers. Firstly, the 4P’s of the marketing mix were derived based on primary research insights and benchmark analysis, positioning AdM’s services as an affordable, high-quality alternative –faster than the Portuguese national health system (SNS), but lower-priced than private institutions. This combination led to the implementation of a penetration pricing strategy. Moreover, to increase AdM’s credibility and visibility, a promotion strategy focused on improving AdM’s website; investing in social media, magazines ,and partnerships is suggested to boost the brand awareness.
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spelling How should ajuda de mãe market its services?Social enterpriseSocial impactManagementMarketing mixDomínio/Área Científica::Ciências Sociais::Economia e GestãoThe following paper will analyse how to monetize Ajuda de Mãe (AdM) services for non-beneficiary mothers. Firstly, the 4P’s of the marketing mix were derived based on primary research insights and benchmark analysis, positioning AdM’s services as an affordable, high-quality alternative –faster than the Portuguese national health system (SNS), but lower-priced than private institutions. This combination led to the implementation of a penetration pricing strategy. Moreover, to increase AdM’s credibility and visibility, a promotion strategy focused on improving AdM’s website; investing in social media, magazines ,and partnerships is suggested to boost the brand awareness.Pita, José MiguelRUNMonteiro, Luísa Maria Xara-Brasil Borba da Cunha2022-06-01T07:34:47Z2022-01-172021-12-152022-01-17T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/139138TID:202998223enginfo: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:RCAAP2024-03-11T05:16:27Zoai:run.unl.pt:10362/139138Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:49:19.437451Repositório 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 should ajuda de mãe market its services?
title How should ajuda de mãe market its services?
spellingShingle How should ajuda de mãe market its services?
Monteiro, Luísa Maria Xara-Brasil Borba da Cunha
Social enterprise
Social impact
Management
Marketing mix
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
title_short How should ajuda de mãe market its services?
title_full How should ajuda de mãe market its services?
title_fullStr How should ajuda de mãe market its services?
title_full_unstemmed How should ajuda de mãe market its services?
title_sort How should ajuda de mãe market its services?
author Monteiro, Luísa Maria Xara-Brasil Borba da Cunha
author_facet Monteiro, Luísa Maria Xara-Brasil Borba da Cunha
author_role author
dc.contributor.none.fl_str_mv Pita, José Miguel
RUN
dc.contributor.author.fl_str_mv Monteiro, Luísa Maria Xara-Brasil Borba da Cunha
dc.subject.por.fl_str_mv Social enterprise
Social impact
Management
Marketing mix
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
topic Social enterprise
Social impact
Management
Marketing mix
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
description The following paper will analyse how to monetize Ajuda de Mãe (AdM) services for non-beneficiary mothers. Firstly, the 4P’s of the marketing mix were derived based on primary research insights and benchmark analysis, positioning AdM’s services as an affordable, high-quality alternative –faster than the Portuguese national health system (SNS), but lower-priced than private institutions. This combination led to the implementation of a penetration pricing strategy. Moreover, to increase AdM’s credibility and visibility, a promotion strategy focused on improving AdM’s website; investing in social media, magazines ,and partnerships is suggested to boost the brand awareness.
publishDate 2021
dc.date.none.fl_str_mv 2021-12-15
2022-06-01T07:34:47Z
2022-01-17
2022-01-17T00:00:00Z
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/10362/139138
TID:202998223
url http://hdl.handle.net/10362/139138
identifier_str_mv TID:202998223
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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