Improving convenience at Continente

A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics

The purpose of this work project is to develop a communication strategy for Continente in order to reinforce its market leadership, mainly vis a vis Pingo Doce. From a survey conducted with a sample of 382 respondents, I perceived that shopping for food is associated with negative feelings like boredom, messiness and time consumption. The proposed strategy, tested with another quantitative survey on a sample of 120 respondents, aims to address these aspects and simultaneously increase convenience at Continente’s stores, delivering several solutions to target different consumer segments.