Promotion
Nannarella’s promotional efforts are
limited. The company does not have an official
website and it promotes itself mostly through
social media and word of mouth. Also, the
overall environment inside the store is simple
and not entirely inspired on the company’s
logo and image. To further emphasize this
point, Nannarella participates in various
events to spread its store existence by satisfied customer recommendations.
The Competitor’s Will
Nannarella is a small parlor in Lisbon,
having an inferior financial power compared
to its rivals. The ice cream company solely relies on the profitability of a single shop in Lisbon, serving only one product. As a result,
Nannarella is very committed to being successful with its one single business. This commitment to the market is reflected in the company’s efforts to repeatedly creating new flavors with distinct tastes to its customers. Fur-
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thermore, Nannarella is focused on maintaining a very differentiated, unique image to increase its brand awareness. It is participating
in a lot of Lisbon events, marketing its products on Facebook and other social media websites, as well as relying heavily on customer
satisfaction to spread positive feedback. However, Nannarella fails to aggressively enter into competition with the other three ice cream
providers. The company did not create an own
homepage yet, is not located in tourist areas
of the capital, and deters a lot of customers
due to long waiting times. The company fails
to balance demand by opening another store
in the heart of Portuguese tourism. Nannarella´s managers and founders, Filippo Licitra and
Constanza Ventura justify their resistance to
more aggressive marketing by saying that patience is the better guide to long-term success.