AL ANALYSIS
events, such as golf tournaments. By means of a little ice cream
cart, the provider is flexible to serve ice cream in a lot of places
without paying any rent.
Accordingly, Santini participates in a lot of Lisbon events,
such as the IDADE event Lisboa at Jardim da Estrela. Thanks to its
profits and size, Santini is able to sell ice cream out of a little van.
The Santini van is clearly bigger than the Nannarella cart. However, Nannarella’s image of the “little corner shop” is better reflected in using a little cart instead of a huge van.
Similar to the two brands above, Artisani is participating
in various Lisbon events. Furthermore, its ice cream cart is bigger
than Nannarella’s, but still smaller than the Santini van.
Although Amorino has two locations in the most popular
spots in Baixa, the brand lacks to participate in a lot of social and
sports events. Amorino is not in possession of ice cream carts or
vans, being rather immobile. Clearly, this is due to the fact that
Amorino is a global franchise. Having a centralized production site
abroad, Amorino is not as flexible as the other three brands, producing their products in Portugal. Amorino, therefore, has a clear
disadvantage with regard to mobility and market reach of its offerings in Lisbon.
Concerni