The Competitor’ s Will
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liveries are not available 24 / 7, being the latest hour 11.00 p. m. Despite these limitations, Santini tries to design the service as userfriendly as possible, making it very clear and easy to shop online by using PayPal as payment method.
Promotion
Santini employs several promotion tools in order to inform and attract customers. The company’ s website is translated into two languages, Portuguese and English, making it understandable for a wide range of customers. Additionally, the company uses e-commerce on its website, which allows it to promote its products further. Santini also promotes itself with some of its products, more specifically, the Santini apparel and tools. For example, the company sells the same scoop spoons that are used in the stores with the company’ s logo. This way, Santini is not only making its image visible to a wider spectrum of potential customers, but also aligning its strategy of being approachable everywhere, namely from a consumer’ s house. Santini is present at several events in order to promote its brand. For instance, the company participated in a local magazine’ s party“ Lux Santini and Gin Lovers” in which local celebrities were spotted eating the company’ s ice creams. This way, the company is able to benefit from successful advertisement, incurring low costs. The stores’ environment is a promotional asset as well. The whole store is filled with Santini’ s logos and the characteristic image of red and white stripes. Additionally, inside the store there is always a vanilla smell to stimulate customers’ appetite. The company does not use direct advertisement. Instead, it tries to be spread around and centers a lot on its history as a way of attracting customers.
The Competitor’ s Will
Santini seeks a thoughtful and structured growth, without disregarding the quality and family spirit instilled in the brand. Despite the fact that Santini offers multiple sweets, its main focus is still on the quality of its ice creams, claiming to be recognized the best handmade ice cream provider in Portugal. Santini has the best brand awareness scores compared to all other parlors of the ice cream market. The company leverages this brand awareness advantage to aggressively penetrate in competitors’ regions. Moreover, Santini is always looking for new partnerships in various events, seriously challenging Artisani’ s networking strategy. The actual managers of the company, Eduardo Santini and Martim Botton, are looking for new stores’ locations, but they do not want to“ massify” Santini products. They are aware of what competitors are doing, but they are really confident in the company’ s competitive strength.
Nonetheless, following its growth strategy, Santini will face threats to its business model. An expansion strategy almost always entails difficulties to retain the quality of products and services, the image of the brand, and the company’ s cultural spirit.
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