Velosa, JorgeCopparoni, Lisa2025-03-272024-08-212023-12-18http://hdl.handle.net/10362/181461The main goal of this marketing lab is to improve customer attraction and retention in BPI’s consumer banking business in Portugal, targeting young professionals and adults. This marketing lab identifies the frictions hindering customers’ loyalty and transition to BPI, to develop a comprehensive marketing plan based on primary and secondary research. The strategy encompasses brand structure enhancements, a marketing mix focused on the introduction of two new products, BPI Futuro Jovem and BPI Caminho Seguro, and a communication plan. It concludes with a financial analysis proving the feasibility of the suggestions and a contingency plan focused on the long-term success.engB2CSegmentationTargetingPositioningValueCustomer based approachPeopleCycle of successService excellencemaster thesis203902378