Pricing strategy: how to make Santander the bank of choice for young adults in Portugal

Detalhes bibliográficos
Autor(a) principal: Tinoco, Sara Miguel Matos Pereira Araújo
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/10362/142537
Resumo: This paper is a complement of the main project and explores the theoretical concepts behind the Pricing Strategy developed for the two sub-brands. A value-pricing approach was followed and a neutral pricing strategy was established in order to set prices that will increase not only the attraction of new customers for these two sub-brands but also the retention of new and current Santander’s clients, which will lead the bank to become market leader in the young adults’ segment in Portugal.
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spelling Pricing strategy: how to make Santander the bank of choice for young adults in PortugalMarketingIntegrated marketing communicationsB2c marketingServices marketingValue-based pricingPricingPricing strategyDomínio/Área Científica::Ciências Sociais::Economia e GestãoThis paper is a complement of the main project and explores the theoretical concepts behind the Pricing Strategy developed for the two sub-brands. A value-pricing approach was followed and a neutral pricing strategy was established in order to set prices that will increase not only the attraction of new customers for these two sub-brands but also the retention of new and current Santander’s clients, which will lead the bank to become market leader in the young adults’ segment in Portugal.Velosa, JorgeRUNTinoco, Sara Miguel Matos Pereira Araújo2022-01-192021-12-172024-12-17T00:00:00Z2022-01-19T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/142537TID:203021525enginfo: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:RCAAP2024-03-11T05:20:18Zoai:run.unl.pt:10362/142537Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:50:22.559649Repositório 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 Pricing strategy: how to make Santander the bank of choice for young adults in Portugal
title Pricing strategy: how to make Santander the bank of choice for young adults in Portugal
spellingShingle Pricing strategy: how to make Santander the bank of choice for young adults in Portugal
Tinoco, Sara Miguel Matos Pereira Araújo
Marketing
Integrated marketing communications
B2c marketing
Services marketing
Value-based pricing
Pricing
Pricing strategy
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
title_short Pricing strategy: how to make Santander the bank of choice for young adults in Portugal
title_full Pricing strategy: how to make Santander the bank of choice for young adults in Portugal
title_fullStr Pricing strategy: how to make Santander the bank of choice for young adults in Portugal
title_full_unstemmed Pricing strategy: how to make Santander the bank of choice for young adults in Portugal
title_sort Pricing strategy: how to make Santander the bank of choice for young adults in Portugal
author Tinoco, Sara Miguel Matos Pereira Araújo
author_facet Tinoco, Sara Miguel Matos Pereira Araújo
author_role author
dc.contributor.none.fl_str_mv Velosa, Jorge
RUN
dc.contributor.author.fl_str_mv Tinoco, Sara Miguel Matos Pereira Araújo
dc.subject.por.fl_str_mv Marketing
Integrated marketing communications
B2c marketing
Services marketing
Value-based pricing
Pricing
Pricing strategy
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
topic Marketing
Integrated marketing communications
B2c marketing
Services marketing
Value-based pricing
Pricing
Pricing strategy
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
description This paper is a complement of the main project and explores the theoretical concepts behind the Pricing Strategy developed for the two sub-brands. A value-pricing approach was followed and a neutral pricing strategy was established in order to set prices that will increase not only the attraction of new customers for these two sub-brands but also the retention of new and current Santander’s clients, which will lead the bank to become market leader in the young adults’ segment in Portugal.
publishDate 2021
dc.date.none.fl_str_mv 2021-12-17
2022-01-19
2022-01-19T00:00:00Z
2024-12-17T00:00:00Z
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/10362/142537
TID:203021525
url http://hdl.handle.net/10362/142537
identifier_str_mv TID:203021525
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/embargoedAccess
eu_rights_str_mv embargoedAccess
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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