How should ajuda de mãe market its services?
Autor(a) principal: | |
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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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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 |
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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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