Continente Choose&Drive

• Author(s): Castelbranco, Pedro Letteri Sepúlveda de
• Date: 2012
• Persistent ID: http://hdl.handle.net/10362/9593
• Origin: Repositório Institucional da UNL
• Subject(s): Continente; Convenience; Single young shoppers; Drive-in
• Document Type: Master thesis
• Language: English
• Advisor(s): Agante, Luísa
• Contributor(s): RUN

Description

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

When I first took up this project the goal was to conceive a communication strategy for Continente. My first impression was that the biggest drawback of Continente was their localization and lack of convenience. After carrying out a market research I confirmed this theory and began strategizing against it. Although my initial brainstorm varies in target and objective, I’ve realized that all the solutions focused at some point, on the Continente’s convenience problem. Finally, I have decided to focus on the “The single young shoppers” target (young people who have moved out of their parents’ house either by need of independence or to be nearer to university/work). I believe this segment to be extremely important, not just because of their present value but mostly to attract the youngest generations to the brand, and to create a bond and loyalty with them right now. My solution, “The Continente Choose&Drive” where the consumer can shop without leaving the car through a drive-in system, intends to minimize the gap between the target and the brand, as well as boost their image of innovation and consumer-focused.