Planeamento de comunicação de marketing de Natal da Sonae Sierra

Abstract

The main purpose of this research was to analyze the importance of marketing communications to a shopping mall at Christmas, and to develop a set of recommendations that will allow to improve the effectiveness of Sonae Sierra’s
communication plan at this specific period. The literature review demonstrated the importance of marketing communications for the creation of a competitive advantage, but also for the improvement of customer’s experience and loyalty, for the increase in costumers’ flow in shopping centers, and subsequently for the increase of sales. By combining the different communications tools it is possible for Sonae Sierra to create brand awareness and positive brand associations, and handle to promote consumers’ interest in their shopping malls, encouraging them to choose Sierra’s shopping malls instead of the ones from the competition. Given that Christmas in itself encourages consumption, this study tried to understand how the malls take advantage of this opportunity to communicate with the consumer and to increase traffic. This project involves a case study of exploratory nature, which was conducted through literature review and documentary analysis and interviews. The analysis of the marketing communications tools used by the company over the years, as well as the analysis of several surveys and studies, allowed proposing a set of improvements to Sonae Sierra Christmas communication plan. The results of this study reinforce the importance of innovation, creativity and interactivity as means for the creation of consumer involvement and, therefore, for the improvement of brand awareness. On the other hand, the case study demonstrates that social responsibility and sustainability are two core brand values that have not been sufficiently explored in Sonae Sierra’s communication plan, despite the partnerships that the company has done to boost its communication investment. It is therefore essential to highlight more intensively social responsibility and sustainability in Christmas communication planning. The results of this case study allowed us to develop a set of guidelines that may
help managers to define more effective communication strategies and programs specifically for Christmas time.

Date of Award	Aug 2011
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Joana Machado (Supervisor) & Joana Moura e Castro (Supervisor)