Author(s): Alves, Filipa Almeida da Silva
Date: 2012
Persistent ID: http://hdl.handle.net/10362/9587
Origin: Repositório Institucional da UNL
Subject(s): Communication plan; Continente; Own brands; Fresh products
Author(s): Alves, Filipa Almeida da Silva
Date: 2012
Persistent ID: http://hdl.handle.net/10362/9587
Origin: Repositório Institucional da UNL
Subject(s): Communication plan; Continente; Own brands; Fresh products
A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics
The aim of this work project is to suggest a communication plan to solve an identified problem of Continente, the food retail leader in the Portuguese market. To identify the current communication problems of the brand, a quantitative questionnaire was conducted together with two models – Creative Business Ideas Development and 4 Though Starters. Several problems were found but the one selected was the fact that consumption in Continente stores is mainly made on a monthly basis. I propose a communication plan to promote fresh products of Continente own brands as a solution to this problem.