Document details

A communication strategy for Continente: proposals to promote fresh products of Continente’s own brands

Author(s): Alves, Filipa Almeida da Silva

Date: 2012

Persistent ID:

Origin: Repositório Institucional da UNL

Subject(s): Communication plan; Continente; Own brands; Fresh products


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.

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

Document Type Master thesis
Language English
Advisor(s) Agante, Luísa
Contributor(s) Alves, Filipa Almeida da Silva
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