A carregar...
Publicação
How can pousadas de Portugal attract a younger target from Portugal, Spain and France to its properties? - Segmentation, targeting and positioning; people strategy and service excellence
| Nome: | Descrição: | Tamanho: | Formato: | |
|---|---|---|---|---|
| 9.9 MB | Adobe PDF |
Autores
Orientador(es)
Resumo(s)
With an eighty-year history, Pousadas de Portugal is a unique brand in the hospitality
industry. Historical properties in prime locations and a strong gastronomical offering
contribute to its prestige. To maintain long-term sustainability and strengthen the brand's
presence in the Portuguese, Spanish and French markets, it is essential to rejuvenate the brand
to meet the needs of millennials. As a result of analysing this generation's requirements and
aspirations, it has been possible both to identify untapped opportunities, thus improving and
modernising the current service and proposing a new sub-brand catered to the so-called
experience generation, for which new brand elements were created, assuring its fit into
Pousadas’ new proposed identity. A marketing plan was devised towards delivering true
service excellence, with a special emphasis on segmentation, targeting and positioning,
defining the best service product assortment, pricing, and critical aspects of service-focused
brands such as people strategy, physical evidence and processes. Furthermore, an integrated
marketing communications plan was developed, supporting implementation.
In-depth theoretical research was also conducted into the topics of segmentation,
targeting, positioning, people strategy and service excellence, from which conclusions were
derived to provide practical literature-backed advice to Pousadas de Portugal. Besides the
obvious shift in positioning and a drastic change target-wise, it was denoted a need to further
develop staff-related initiatives to ensure a successful delivery of service excellence.
Descrição
Palavras-chave
Pousadas de Portugal Marketing plan Millennials Hospitality Segmentation Targeting and positioning People strategy Service excellence