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Pricing strategy: how to make Santander the bank of choice for young adults in Portugal
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| 4.87 MB | Adobe PDF |
Orientador(es)
Resumo(s)
This paper is a complement of the main project and explores the theoretical concepts behind the Pricing Strategy developed for the two sub-brands. A value-pricing approach was followed and a neutral pricing strategy was established in order to set prices that will increase not only the attraction of new customers for these two sub-brands but also the retention of new and current Santander’s clients, which will lead the bank to become market leader in the young adults’ segment in Portugal.
Descrição
Palavras-chave
Marketing Integrated marketing communications B2c marketing Services marketing Value-based pricing Pricing Pricing strategy