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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