| Popis: |
The following paper will analyse how to monetize Ajuda de Mãe (AdM) services for non-beneficiary mothers. Firstly, the 4P’s of the marketing mix were derived based on primary research insights and benchmark analysis, positioning AdM’s services as an affordable, high-quality alternative –faster than the Portuguese national health system (SNS), but lower-priced than private institutions. This combination led to the implementation of a penetration pricing strategy. Moreover, to increase AdM’s credibility and visibility, a promotion strategy focused on improving AdM’s website; investing in social media, magazines ,and partnerships is suggested to boost the brand awareness. |
