Acquisition or retention of MYGON users
: a case of DoD Industry sustainability

  • Mariana Carvalho Rosa de Lencastre Ascenso (Student)

Student thesis: Master's Thesis

Abstract

MYGON is a Portuguese startup on daily deals set up in 2012. In Silicon Valley, the company was considered a potential global business with its innovative business model in the Deal of Day Industry in 2013 when the growth rates in this industry were still increasing. However, in the beginning of 2016 the results are completely different, the industry is stagnant, and the main players are struggling to survive and have even changed their business models. While looking at the sustainability of its business model, the question now is whether MYGON should enlarge its user base through constant acquisition of new users or retain its existing registered users, trying to turn them into real customers? This dissertation provides a broad overview of relevant marketing topics in the Literature Review, both online customer acquisition and online customer retention, applied to the Deal of the Day Industry. Additionally, a Case Study about MYGON is included with a Teaching Note, where instructions are provided for in-class discussion. A Market Research is also conducted with an In-depth Interview with MYGON’s CEO and Marketing Manager, a Focus Group, a Win-back Survey, and an Online Survey. In conclusion, the implications of the findings as to which direction the Portuguese company should take are also discussed.
Date of Award27 Jul 2016
Original languageEnglish
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorPaulo Alexandre Gonçalves Marcos (Supervisor)

Keywords

  • Online group buying
  • Deal of the Day Industry
  • Customer acquisition online
  • Customer retention
  • Retention online
  • Loyalty programs in daily deals

Designation

  • Mestrado em Gestão

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