Queijos Santiago
: a case about rebranding through social media versus point-of-sale marketing communication strategies

  • Mariana Torgal da Cunha Freire (Student)

Student thesis: Master's Thesis

Abstract

Cheese is one of the biggest markets and one of the most consumed segments in Portugal, with consumption by almost 100% of Portuguese families. Nevertheless since the economic crisis the market has been fully concentrated on price promotions, with company’s only being able to grow through this path. Queijos Santiago is Portuguese Cheese Company with almost 100 years in the cheese making process and the market leader in the fresh cheese segment. Throughout its existence, this company has been completely focused on production and has never invested in marketing actions to its consumers. What is more the company has always invested in aggressive price promotions, which made its products very price competitive. The turning point comes when Queijos Santiago decided that it no longer wants to be chosen for its price but for its brand and goes for a complete rebranding process, where it starts to communicate with its consumers for the first time through social media networks. Nevertheless, given the tight marketing budget the company has to decide which is the best way to communicate with its consumers, either through the point-of-sale or through social media channels. This case study presents the singularities of each strategy, while explaining the story of Queijos Santiago, the cheese market, its players, trends and consumers that help students decide which the best strategy the company should pursue is.
Date of Award19 Jul 2016
Original languageEnglish
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorPaulo Gonçalves Marcos (Supervisor)

Keywords

  • Rebranding
  • Social media marketing
  • Point-of-sale marketing
  • Brand architecture

Designation

  • Mestrado em Gestão: Programa Internacional

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