Positioning
Large surfaces and supermarkets have a quote of the market in the distribution of alimentations that leave little margin for other types of channels. In this context of high competitiveness, the market squares have to find the potential to communicate the differentiating elements which favour a position associated with a better quality of attention.
The Market square of Santiago de Compostela began to develop actions and services that follow this direction: Delivery service, Free parking, Orders reception for Internet, vacuum packaging...
Communication
The communications of the Market square of Santiago were adapted to this new situation by developing communication and visual cores that were more adept for the most important objective public: young people. The Christmas campaign of do 2005, Ander the slogan of "Wonderful Christmas" (Boísimo Nadal), intended to transmit the idea that, at a level of quality, the square could guarantee something more than just a Happy Christmas...