Promotions at Pingo Doce

In: Business and Management

Submitted By tese2015
Words 8617
Pages 35
Análise Estratégica de Promoções de Venda: Caso Pingo Doce
Disciplina de Comunicação Abstract
No âmbito da disciplina de Comunicação do Mestrado de Gestão da Universidade Católica Portuguesa – Centro Regional do Porto, é realizada uma análise da alteração estratégica de comunicação e preços, em particular da ferramenta de comunicação: promoção de vendas.
Assim, é realizada uma revisão de literatura acerca do tema e uma posterior aplicação na análise do caso prático da promoção de 1 de maio de 2012 levada a cabo pela marca Pingo Doce e de toda a reestruturação posterior da sua estratégia de comunicação.
Como forma de análise, é colocado um enfoque nas temáticas de parcerias e de fidelização de clientes através de cartões de desconto. Como tal, são explicadas e analisadas as formas de co-branding e de joint promotions a que o Pingo Doce recorre e é realizada uma análise comparativa entre o Pingo Doce e o Continente e a Tesco, referências nacional e internacional da Grande Distribuição, respetivamente. Assim, conclui-se que o cartão Pingo Doce, quando confrontado com as duas marcas anteriormente referidas, se encontra ainda numa fase de desenvolvimento bastante prematura, com uma oferta mais limitada do que a do Continente e bastante mais limitada do que a da Tesco. Também se conclui que, ao nível das parcerias, o Continente apresenta um leque mais abrangente do que o Pingo Doce.
O presente trabalho tem, deste modo, como objetivo final analisar a ancoragem estratégica desta promoção de vendas, realizada num contexto de reposicionamento estratégico da marca Pingo Doce. Mais ainda, pretende-se averiguar os efeitos de longo prazo da mesma na estratégia de comunicação da marca, assim como o impacto da promoção de vendas nos dias de hoje. Para tal, foram analisados os resultados financeiros da marca nos últimos anos e foi, também, realizado um inquérito na cidade…...

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