Consulting project for the marketing Oil department of Galp Energia: boosting customer loyalty by increasing value perception and incentivizing purchase frequency reformulating a value proposition to increase share of tank based on concept testing and client feedback

• Autor(a) principal: Ribeiro, Afonso De Oliveira Pinheiro
• Data de Publicação: 2020
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10362/111543
• topic: Loyalty; Purchase frequency; Share of tank; Discount; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

To build a new value proposition for Galp+, several concepts were analyzed based on their expected impact –measured by the clients’ stated probability of increasing consumption at Galp –and the feasibility of implementation. Using the concepts with the best impact/feasibility ratio, a new value proposition was built. The goal of the new proposal is to incentivize purchase frequency, increasing Galp’s share of tank by, through a higher perceived discount and a direct incentive to repeatedly purchase at Galp, make customers transfer transactions from the competitors to Galp. According to the estimates, this would generate a positive NPV for Galp.