Integrated communication plan for Philadelphia brand
This project involved the delineation of an integrated communication plan for Philadelphia brand in the Portuguese retail channel, giving some emphasis to digital media. To sustain the plan outlined was necessary to know the sector of spread cream cheese in Portugal, the consumers of this product, t...
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| Formato: | masterThesis |
| Idioma: | eng |
| Publicado em: |
2014
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| Assuntos: | |
| Texto completo: | http://hdl.handle.net/10071/6510 |
| País: | Portugal |
| Oai: | oai:repositorio.iscte-iul.pt:10071/6510 |
| Resumo: | This project involved the delineation of an integrated communication plan for Philadelphia brand in the Portuguese retail channel, giving some emphasis to digital media. To sustain the plan outlined was necessary to know the sector of spread cream cheese in Portugal, the consumers of this product, the brand and its company and also its market competition. As one of the objectives of the plan were explore the digital environment was also collected information on consumer habits and search on the internet, as well as the evolution of adherence to this platform for sharing information. This plan is presented in line with the brand strategy in Portugal as well as in other markets and aims to enhance the brand and cream cheese consumption among consumers. |
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