Agante, LuísaAlves, Filipa Almeida da Silva2013-05-142013-05-142012-06http://hdl.handle.net/10362/9587A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and EconomicsThe aim of this work project is to suggest a communication plan to solve an identified problem of Continente, the food retail leader in the Portuguese market. To identify the current communication problems of the brand, a quantitative questionnaire was conducted together with two models – Creative Business Ideas Development and 4 Though Starters. Several problems were found but the one selected was the fact that consumption in Continente stores is mainly made on a monthly basis. I propose a communication plan to promote fresh products of Continente own brands as a solution to this problem.engCommunication planContinenteOwn brandsFresh productsmaster thesis