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CRM e estratégias de fidelização : o caso da Telepizza Portugal
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Orientador(es)
Resumo(s)
A Telepizza, uma das empresas mais históricas de pizza em Portugal, compete na
indústria de quick-service restaurant contra empresas mais modernas e globais. O aumento da
concorrência e o surgimento de plataformas agregadoras de serviços de delivery, como a Uber
Eats e a Glovo, fizeram com que a Telepizza deixasse de ser quase monopolista e enfrentasse a
concorrência de “1.100 restaurantes de pizza” com um só clique. Entre a redução da frequência
de compra dos melhores clientes, atraso na modernização da marca e vendas que se ressentem
por esta envolvente externa, este trabalho propõe-se reintroduzir e reformular o programa de
fidelização da Telepizza com o intuito de a ajudar a cumprir os seus objetivos de fidelização e,
derradeiramente, melhorar o desempenho da empresa portuguesa no competitivo mercado de
quick-service. As iniciativas propostas têm o objetivo de solucionar algumas falhas que o loyalty
da Telepizza enfrentou no passado, enquanto acomoda os desejos dos decisores do marketing
da Telepizza e aproveita o seu know-how da indústria para desenhar um plano estratégico de
fidelização que se propõe a impactar o mercado de restauração organizada português.
Os dados primários recolhidos tiveram como base entrevistas em profundidade
efetuadas a quadros dirigentes da Telepizza Portugal.
Telepizza, one of the most historic pizza companies in Portugal, is competing in the quickservice restaurant industry against global companies that are also modern companies. Increased competition and the emergence of platforms that aggregate delivery services, such as Uber Eats and Glovo, mean that Telepizza is no longer a near-monopolist and faces competition from more than a thousand pizza restaurants at the click of a button. Between a reduction in the frequency of purchases by the best customers, a delay in modernizing the brand and sales that are affected by this external environment, this work proposes to reintroduce and reformulate Telepizza's loyalty program to help it meet its loyalty objectives and, ultimately, improve the Portuguese company's performance in the competitive quick-service market. The proposed initiatives aim to address some shortcomings that Telepizza's loyalty has faced in the past, while accommodating the wishes of Telepizza's marketing decision-makers and leveraging their industry know-how to design a strategic loyalty plan that is set to impact the Portuguese QSR market. The primary data collected was based on in-depth interviews with senior managers at Telepizza Portugal.
Telepizza, one of the most historic pizza companies in Portugal, is competing in the quickservice restaurant industry against global companies that are also modern companies. Increased competition and the emergence of platforms that aggregate delivery services, such as Uber Eats and Glovo, mean that Telepizza is no longer a near-monopolist and faces competition from more than a thousand pizza restaurants at the click of a button. Between a reduction in the frequency of purchases by the best customers, a delay in modernizing the brand and sales that are affected by this external environment, this work proposes to reintroduce and reformulate Telepizza's loyalty program to help it meet its loyalty objectives and, ultimately, improve the Portuguese company's performance in the competitive quick-service market. The proposed initiatives aim to address some shortcomings that Telepizza's loyalty has faced in the past, while accommodating the wishes of Telepizza's marketing decision-makers and leveraging their industry know-how to design a strategic loyalty plan that is set to impact the Portuguese QSR market. The primary data collected was based on in-depth interviews with senior managers at Telepizza Portugal.
Descrição
Mestrado Bolonha em Marketing
Palavras-chave
CRM fidelização retenção estratégia frequência turnover QSR CRM loyalty retention strategy frequency turnover QSR
Contexto Educativo
Citação
Mesquita, Diogo Miguel Castro Dá (2024). “CRM e estratégias de fidelização : o caso da Telepizza Portugal”. Dissertação de Mestrado. Universidade de Lisboa. Instituto Superior de Economia e Gestão
Editora
Instituto Superior de Economia e Gestão