Retailtainment: Popota fun experience
This project was developed in the context of master thesis, and it has the objective to develop a strategic marketing plan. In this respect, and applying the knowledge acquired over the last four years, it is developed the “Popota Fun Experience”, a retail toys store of a well-known character by Por...
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| Format: | masterThesis |
| Language: | eng |
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2013
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| Online Access: | http://hdl.handle.net/10071/4906 |
| Country: | Portugal |
| Oai: | oai:repositorio.iscte-iul.pt:10071/4906 |
| Summary: | This project was developed in the context of master thesis, and it has the objective to develop a strategic marketing plan. In this respect, and applying the knowledge acquired over the last four years, it is developed the “Popota Fun Experience”, a retail toys store of a well-known character by Portuguese population. Popota Fun Experience is a retail store target to children and it is based in two important concepts: entertainment and education. Having said that, the main objective is to educate children while they are playing. It is a new retail store concept with a different positioning from the main competitors and that will stimulate the market growth. In order to support the opening of Popota Store, it is defined a marketing strategy and it is designed the retailing-mix variables. |
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