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Physical evidence and process mix elements“ how to make Santander the bank of choice for young adults in Portugal”
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| 4.9 MB | Adobe PDF |
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Resumo(s)
Santander Portugal’s position in the young adults' segment is weaker than desired. Thisproject develops a detailed marketing plan for Santander Portugal, intending to achieve market leadership in the young adults’ segment. Secondary and primary research were conducted to obtain a holistic overview of the market, the company, and the target. This research was then used to develop a new and modified service mix for Santander, including two sub-brands, Santander Universidades and Santander Jovens Profissionais, followed by a financial analysis of the project.
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Marketing Integrated marketing communications B2c marketing Services marketing Retail banking Santander Portugal Young adults