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How to make Santander the bank of choice for young adults in Portugal-brand identity and product
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Orientador(es)
Resumo(s)
Santander Portugal’s position in the young adults' segment is weaker than desired. This project 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.
Descrição
Palavras-chave
Marketing Integrated marketing communications Brand identity B2c marketing Services marketing Brand elements Service and product assortement