Santini Swot Analysis
Santini is an ice cream store originated from Cascais back in 1949. They position themselves as having the best ice cream of the world.
Six decades after the opening of the first store, the "brand Santini" is very consolidated in Portugal and has a growth potential that experts consider "extremely significant" and that will take a "spirit Santini" to other markets.
They have three main products:
• A cone with one ball of any flavor of ice cream costing 2.5 euros.
• Bakery products like chocolate cake, waffles, milkshakes , hot chocolate, etc
• Souvenir items like hats, notebooks, lunch boxes, sandals, etc
They also have home delivery for their ice creams in several sizes and flavors costing from 14.20 for their 500ml bucket to 44 euros for
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The type of customer that buys a Santini ice cream is very price inelastic, they go there because they prefer the taste of Santini and they will keep going if the price increases. Their customers know the quality of the brand and don´t mind to pay a premium for the ice creams they buy due to this Santini can increase prices and keep quantities.
As discussed in the current policies and practices santini is using a cost-plus strategy. They do it because of two main points: First it’s easy to use, manage and implement. Second it’s easily justifiable since it’s based on “hard” cost of the fruits they use to make the ice creams.
Santini also takes advantage on the psychological factor. The stores are very often overcrowded and with long queues in front of it, this gives the perception of good quality and good value for the money.
Despite Santini is a very successful brand in Portugal the majority of their sales comes from ice creams. In my opinion they could use the brand awareness to sell other products together with their ice creams.
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This can be considered a second degree price discrimination strategy, since customers will be given the choice between buying the bundle or each single product. Product bundling accomplishes price discrimination by capturing customer´s “money left on the table” in the form of an increased willingness to buy a 2nd product but for this to work the consumer judgment is vital therefore information requirements for optimal bundling are high.
The prime benefit reaped through price bundling is in the transfer of the consumer surplus of one product to the other, which implies that a negative correlation between the Reservation Prices for the two products is an essential prerequisite.
An implicit assumption here is that the variable costs will be lower than the corresponding Reservation price. Behind this assumption is the idea that the low Reservation price for one product balances the high Reservation Price of the other. This balance between the Reservation Price for the two products creates a more homogeneous Reservation price for the bundle compared to that of the two products taken
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