Velosa, JorgePatrício, Mariana Filipa Rodrigues2023-12-112023-01-182023-01-18http://hdl.handle.net/10362/161064The oral care sector in Portugal has been historically defined by shortcomings of the public sector. Such as lead to highly competitive and saturated environment with an increasing number of active oral health professionals. Thus, the purpose of this report is to carefully analyze the ways CUF dental medicine can find an opportunity in the market. As a result, a complete marketing analysis and communications plan- from a group perspective and complemented by individual reports- was developed to support CUF dental medicine’s solution of becoming a new sub-brand with exclusive payment options that offers consumers an integrated high-quality service.engCuf dental medicineMarketing planIntegrated servicePayment method facilitationsQuality trustersProcess designTrainingIncentive systemmaster thesis203314255