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Abstract(s)
As pequenas empresas devem saber investir em campanhas de marketing fortes que lhes deem destaque e que lhes permitam ganhar um lugar na mente do consumidor. Só assim conseguirão ganhar, e manter, o seu lugar no mercado. É o caso da Adonis Smart Foods, uma pequena empresa sediada em Londres que se dedica a produzir e a comercializar snacks saudáveis e que tem investido cada vez mais em marketing para conseguir crescer no competitivo mundo dos snacks britânico e expandir-se para novos mercados internacionais. O presente relatório descreve a experiência de estágio realizada nesta empresa e investiga uma possível introdução dos seus produtos e de uma campanha de marketing de conteúdos em Portugal.
Para conhecer melhor a situação atual do mercado de snacks em Portugal bem como o perfil dos consumidores deste tipo de produtos foram realizadas entrevistas com especialistas e agentes de mercado. Para avaliar se os portugueses poderiam ser recetivos tanto aos snacks Adonis como à campanha de marketing de conteúdos produzida durante o estágio, um conjunto de entrevistas individuais foram feitas junto a indivíduos com o perfil do público-alvo da empresa – trabalhadores de escritório que procuram um estilo de vida saudável. Com as respostas obtidas foi possível retirar conclusões sobre o mercado dos snacks em Portugal e foram elaboradas recomendações para que os produtos e a campanha sejam melhorados e adaptados de forma a serem mais facilmente aceites pelos portugueses.
Small companies should invest in strong marketing campaigns that make them stand out and gain a place in the consumer's mind. Only this way will they be able to earn and maintain their place in the market. Adonis Smart Foods, a small London-based company, dedicated to producing and selling healthy snacks, is investing more and more in marketing to grow in the competitive British snacking world and to expand into new international markets. This report describes the internship experience in this company and investigates a possible introduction in Portugal of its products and a specific content marketing campaign. To better understand the current situation of the snacking market in Portugal, as well as the consumer profile of this type of products, several interviews with experts and market agentes were conducted. To assess whether the Portuguese consumer could be receptive to both Adonis snacks and the content marketing campaign produced during the internship, a set of one-on-one interviews were conducted with individuals that match with the company's target audience profile - office workers looking for a healthy lifestyle. With the answers obtained it was possible to draw conclusions about the snacking market in Portugal and recommendations were made so that the products and the campaign are improved and adapted to be more easily accepted by the Portuguese, in order to be successful.
Small companies should invest in strong marketing campaigns that make them stand out and gain a place in the consumer's mind. Only this way will they be able to earn and maintain their place in the market. Adonis Smart Foods, a small London-based company, dedicated to producing and selling healthy snacks, is investing more and more in marketing to grow in the competitive British snacking world and to expand into new international markets. This report describes the internship experience in this company and investigates a possible introduction in Portugal of its products and a specific content marketing campaign. To better understand the current situation of the snacking market in Portugal, as well as the consumer profile of this type of products, several interviews with experts and market agentes were conducted. To assess whether the Portuguese consumer could be receptive to both Adonis snacks and the content marketing campaign produced during the internship, a set of one-on-one interviews were conducted with individuals that match with the company's target audience profile - office workers looking for a healthy lifestyle. With the answers obtained it was possible to draw conclusions about the snacking market in Portugal and recommendations were made so that the products and the campaign are improved and adapted to be more easily accepted by the Portuguese, in order to be successful.
Description
Keywords
Startup Snacks Marketing de conteúdos Gamification Estratégia de marketing Alimentação saudável Content marketing Marketing strategy Healthy eating