Use of multi-sensory marketing techniques and its influence on brand experience in retail and HORECA sector

Double degree. 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 and Warsaw School of Economics

Marketing plan: How to benefit from the European population ageing and attract the affluent senior segment to choose Lisbon as a tourism destination?

NSBE - UNL

FPC current marketing strategy

Direct Research Internship Course

A marketing plan for an enter into a healthy category: The launch of Lactalis Nestlé bifidus yogurt

Marketing Directed Research

Toyota RAV4 model year marketing plan for the U.K

NSBE - UNL

Can location-based mobile marketing enhance the customer experience and increase customer satisfaction and loyalty?

This study intends to explore the impact of customer experience on customer satisfaction and loyalty by trying to understand how location-based mobile marketing might enhance the customer experience. Primary data was collected from 201 smartphone users in 24 countries. Results have indicated that targeted location-based marketing positively influences customers’ experiences. Besides, the analysis has also shown a favorable impact on customers’ satisfaction and self-perceived loyalty. This suggests that location-based mobile marketing has the potential to positively add value to a customer’s experience and should therefore be considered an important tool in marketing communications.

A marketing plan for Companhia das Quintas to strengthen its position in the Chinese wine market

Companhia das Quintas, Limited Company wishes to conquer the Chinese market with its wines. For that, it decided to enter in a partnership with a local importer and distributor. This project analyses the macroeconomic factors of the country, the local market and the consumer behavior, using on-site research that included interviews with professionals of the industry, unstructured observation of the consumer and existing statistical data analysis. Finally, the project presents a marketing plan to make this partnership a success.

Zara: Marketing in Fast Fashion: A case-study

Zara was founded in 1975 by Amancio Ortega Gaona, soon becoming the largest and most successful chain of the Galician group Inditex (Industria de Diseño Textil) and a pioneer of the rising fashion category of Fast Fashion. Its innovative vertically-integrated strategies, combined with its emphasis on quality and demand-based offer have shaped the world of fashion and brought forth many questions on its future sustainability and growth. Zara has always relied on its store network for advertising its product offer; allowing its garments to “speak for themselves”. With the continued pressure felt in the industry, management has pressed some concerns about future company growth and creative, innovating solutions must be implemented to guarantee Zara’s future growth. The case-study narrative focuses on these issues and leaves readers with an open question regarding what decision to implement.

Cat infected by a variant of bat rabies virus in a 29-year disease-free urban area of southern Brazil

INTRODUCTION: After 29 years, rabies was detected in a cat in Curitiba, southern Brazil. METHODS: The fluorescent antibody test (FAT) and mouse inoculation test (MIT) were performed on central nervous system (CNS) samples. RESULTS: Direct immunofluorescence was negative, but the biological test was positive and rabies virus was characterized as variant 4 (from Tadarida brasiliensis). CONCLUSIONS: Reappearance of rabies in domestic animals warns of sylvatic-aerial risk of infection and the necessity of monitoring bats in historically rabies-free areas.

A new methodology for urban wind resource assessment

In the latest years the wind energy sector experienced an exponential growth all over the world. What started as a deployment of onshore projects, soon moved to offshore and, more recently to the urban environment within the context of smart cities and renewable micro-generation. However, urban wind projects using micro turbines do not have enough profit margins to enable the setup of comprehensive and expensive measurement campaigns, a standard procedure for the deployment of large wind parks. To respond to the wind assessment needs of the future smart cities a new and simple methodology for urban wind resource assessment was developed. This methodology is based on the construction of a surface involving a built area in order to estimate the wind potential by treating it as very complex orography. This is a straightforward methodology that allows estimating the sustainable urban wind potential, being suitable to map the urban wind resource in large areas. The methodology was applied to a case study and the results enabled the wind potential assessment of a large urban area being consistent with experimental data obtained in the case study area, with maximum deviations of the order of 10% (mean wind speed) and 20% (power density).

How to increase and attract more tourists into Kenya throught experiental marketing

This marketing plan project is a culmination of extensive strategies with the use of experiential marketing to address issues confronting the Kenyan tourism industry in order to have a sustainable tourism sector. Following the terrorist attack carried out by Islamist militants’ belonging to al-Shabaab terrorist organization on Nairobi’s Westgate shopping mall in September 2013, tourist forecast has gone down sharply with an average of 20% fall in tourists’ arrivals which is likely to have an impact on the tourism sector in Kenya. Even before the deadly attack on Westgate, the most lethal attack by Islamist terrorists in 15 years in Kenya, the government through the Kenya tourist board had announced that in 2013 tourist arrivals were down by 12%, at 495,978, according to an October 2013 report by Bloomberg. Tourism revenues were also down by 7.4%, over FY12/13 (July-June) to reach KES96.24bn, according to a September 2013 report on the local Capital FM website. Beyond 2013, much will depend on how quickly the Kenya tourist board can regain control of the situation. The Kenyan government believes that the Westgate mall attack was a 'one-off' incident, with a low probability of a similar event happening again over the short term period. Germany, United States, United Kingdom, Australia, Italy, France and Canada continue to be the key source market however; the Kenya tourist board can make continued growth stronger from new emerging markets in order to increase new arrivals into the country. The marketing plan outlines the objectives to be implemented and provides the implementation strategy, activity plans, monitoring and evaluation plans, financial requirements projections and proposes a new structure of experiential marketing. A number of regional forces are identified that will impact tourism into the country including global, social and economic forces, emerging trends in visitor motivations and behavior, emerging forces in experiential marketing. A major component of the strategy identifies target markets for Kenya to commensurate with the level of resources that will be available for marketing and promotion, in keeping with the forces and trends identified and the nature of the Kenya tourism environment. The agreed upon target market segments are: generic/mass travel, experiential travel, creative travel, adventure seeking travel, senior/extended/long stay travel, and business related travel. The strategy phases the development of the target markets over the years of the marketing strategies in order to yield the best opportunity for results. A core activity in developing a marketing strategy is determining the nature of experiences Kenya offers in tourism. The strategy’s experience development process will continue to develop within the context of the products identified which will be promoted regionally: culture/heritage, nature, community-based. Each county in the country has a significant number of attractions and experiences and the challenge of the country is to bring these together in a creative and innovative way in order to encourage tourists to visit more than one county in Kenya.

Comunicação e Marketing em Contexto Empresarial

O presente relatório de estágio enquadra-se no Mestrado de Ciências da Comunicação, na vertente de Comunicação Estratégica e tem por base o estágio curricular desenvolvido na Macif Portugal, Companhia de Seguros, S.A. O referido estágio, com a duração de 400 horas, teve início a 6 de Outubro de 2014 e terminou a 14 de Dezembro do mesmo ano. Numa primeira fase deste relatório, apresento a instituição que me recebeu e qual a situação que enfrentava no momento, seguida da evolução e das mudanças que presenciei na companhia ao longo dos dois meses em que fiz parte do departamento de Comunicação e Marketing. O meu estágio aconteceu numa altura de reestruturação profunda em que a Macif Portugal passava por uma situação de venda e consequentemente, um momento de grandes mudanças nomeadamente ao nível da comunicação. Numa segunda fase, apresento as tarefas que acompanhei e o papel que desempenhei no decorrer dessas mesmas tarefas expondo sempre a importância de cada uma das actividades para o meu desenvolvimento enquanto aluna. Por fim, apresento o projecto que desenvolvi ao longo do estágio, em que tive a oportunidade de aplicar de forma prática os conhecimentos adquiridos na componente lectiva.

Marketing, Sustentabilidade e Desenvolvimento Local

O objectivo deste Trabalho de Projecto é criar um plano de comunicação para a futura empresa Chousa Grande, com enfoque no lançamento do seu Queijo de Cabra “Chousa Grande Gourmet”. Mais do que um produto de qualidade premium, a marca Chousa Grande tem subjacente os valores de desenvolvimento local, sustentabilidade e preservação ambiental, concentrados num projecto ambicioso, da autoria de dois jovens naturais da aldeia de Chãos, que, com a construção de uma queijaria tradicional, pretendem revitalizar a actividade pastorícia e torná-la economicamente sustentável, assim como a outras actividades económicas relacionadas. Para tal, enquadramos as temáticas do marketing, sustentabilidade e desenvolvimento local, três dos pilares fundamentais que suportam o projecto e que, estrategicamente conjugados, posicionam a marca de acordo com as principais tendências dos consumidores actualmente identificadas. Assim, as acções de comunicação também devem espelhar os valores defendidos neste projecto. A estratégia assenta, portanto, na aposta em ferramentas de comunicação que não impliquem investimentos demasiado avultados, como a assessoria de imprensa, as relações públicas, os novos meios, a força de vendas e a promoção, mas que demonstrem ser igualmente eficazes a transmitir as mensagens ao público-alvo e a tornar a marca reconhecida.

Human immunodeficiency virus/Leishmania infantum in the first foci of urban American visceral leishmaniasis: clinical presentation from 1994 to 2010

INTRODUCTION:Human immunodeficiency virus (HIV) coinfection with Leishmania infantum or Leishmania donovani, the agents of visceral leishmaniasis (or kala-azar), has become a fatal public health problem in the tropics where kala-azar is endemic.METHODS:The clinical presentation of patients with HIV and L. infantum coinfection is described using two unique databases that together produce the largest case series of patients with kala-azar infected with HIV in South America. First, a retrospective study paired the list of all patients with kala-azar from 1994 to 2004 with another of all patients with HIV/AIDS from the reference hospital for both diseases in the City of Teresina, State of Piauí, Brazil. Beginning in 2005 through to 2010 this information was prospectively collected at the moment of hospitalization.RESULTS:During the study, 256 admissions related to 224 patients with HIV/L. infantum coinfection were registered and most of them were males between 20-40 years of age. Most of the 224 patients were males between 20-40 years of age. HIV contraction was principally sexual. The most common symptoms and signs were pallor, fever, asthenia and hepatosplenomegaly. 16.8% of the cohort died. The primary risk factors associated to death were kidney or respiratory failure, somnolence, hemorrhagic manifestations and a syndrome of systemic inflammation. The diagnosis of HIV and kala-azar was made simultaneously in 124 patients.CONCLUSIONS:The urban association between HIV and kala-azar coinfection in South America is worrisome due to difficulty in establishing the diagnosis and higher mortality among the coinfected then those with either disease independently. HIV/L. infantum coinfection exhibits some singular characteristics and due to its higher mortality it requires immediate assistance to patients and greater research on appropriate combination therapy.