techniques in order to make itself popular and
become part of the consumer’s decision basket. Firstly, the company’s website is clear and
the products are elucidated. However, the only language available is Portuguese. This is
probably due to the fact that the company
emphasizes on being 100% national - it only
uses Portuguese products. Secondly, the company has a variety of products, which attract
different types of consumers with several
types of dietary restrictions. As a result, this
promotional effort makes consumers sympathize with the ice cream shop and feel attracted towards it. Lastly, and probably one of the
strongest promotional efforts, Artisani has a
number of partnerships with other companies. Besides the Vigor milk and the Luso water partnership, Artisani has a partnership
with ACP in which the customers who have an
ACP card benefit from price discounts for Artisani ice creams. Also, Artisani is present in the
home delivery website “No Menu”, selling its
ice cream boxes with 4 different possible sizes
and 13 different flavors. With this in mind, Artisani not only focuses on word of mouth as
basis for its promotional techniques, but also
on other companies to promote its brand.
The Competitor’s Will
Founded only in 2009, Artisani’s aim is
to expand all over Portugal. Artisani mainly
owns its parlors, but the brand also started a
franchise plan, similar to the one of Amorino.
The brand is really concerned about maintaining its characteristics in all of the shops, including the franchised ones. It is also focused
on producing a differing range of products. For