Santini

: can a brand coexist with its expansion?

Abstract

Santini was a prestigious Portuguese artisanal ice cream brand founded in 1949. In 2009 a new shareholder entered the business prompting a brand renewal process and the implementation of a new strategic plan for the company that boosted the company’s sales. Despite this progress and the company’s respectable history, its growth wasn’t achieving its potential. The company’s brand manager, Martim, mainly wanted the company to expand through fully-owned stores, avoiding other sources of revenue. Other players were growing at the time and taking advantage of several other channels, which could bring them competitive advantages over Santini. This case involves topics ranging from strategic management to brand management. The Literature Review addresses theoretical concepts and psychometric scales that delve more deeply into consumer behavior, in order to analyze more carefully massification strategies and their impact on brand equity. In the Teaching Note section, the development of suitable strategies for Santini that would be feasible by not damaging its brand equity are suggested.

Date of Award	21 Jul 2016
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Nuno Magalhães Guedes (Supervisor)