14. Context planning Context Consumer Bad Economic situation Low consumer price inflation Unemployment Low Gross domestic product CRISIS AND RECESSION Low purchasing power Increase of criminology Instability of Government Depressing times Financial crisis Decrease credibility of brands More pessimism Instability of Oil prices Banks privatization Housing Crisis More rational consumer Increase of cocooning Low trust
19. "To buy detergents, I choose Pro (DOB). It is cheaper and better than Sonasol, which smells like fish, as my husband says. I only use DOB´s. Brands are a mistake. VG Oil? It is the same that others, only changes the packaging." Low Cost Generation, Vox pop Portuguese newspaper.
33. Brand - OMO Natural soap Category- Laundry A detergent with the efficiency of today but with the the price of the good old days. Drive – save a lot of money Agency: Lowe Lisbon
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36. Brand - Pingo Doce Category – retail Pingo Doce is a convenient supermarket distributed in Portugal. Recently, this brand changed her positioning and claim to “Feels good pay so less” “ It is enough of promotions, loyalty cards, or coupons. We want lower prices”