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Abstract(s)
Este trabalho final de mestrado foi desenvolvido no âmbito do estágio curricular realizado na Carla Zuzarte Interiores. Descreve todas as atividades desenvolvidas e destina-se à conclusão do mestrado em marketing pela Universidade Católica Portuguesa. Iniciamos os trabalhos de pesquisa com recurso à metodologia investigação-ação através de um questionário online, que nos possibilitou desenvolver um estudo quantitativo para a conceção de um plano de comunicação para a marca. O estudo quantitativo permitiu-nos avaliar a real perceção dos consumidores e detetar oportunidades de melhoria. Constatamos que, apesar de o reconhecimento da marca não ser significativo, a sua reputação é positiva, pelo que, a partir da construção de um plano de comunicação orientado para a produção de conteúdo e partilha nas devidas plataformas, a notoriedade e reconhecimento tenderão a aumentar. Com a elaboração deste plano foi nosso propósito contribuir para a otimização da presença nas redes sociais e para o aumento da notoriedade da Carla Zuzarte Interiores. Por último, para que o plano de comunicação possa atingir os seus objetivos, desenvolvemos estratégias de marketing nas redes sociais, apostando no conteúdo, na criação de parcerias na realização de eventos e em patrocínios.
This master’s thesis was written during the curricular internship at Carla Zuzarte Interiores and documents and all activities carried out as part of the program requirements for a master’s degree in marketing from Universidade Católica Portuguesa. Our research methodology employed an action research approach that incorporated an online survey to facilitate the development of a quantitative study aimed to design a communication plan for the brand. Through our quantitative study, we were able to assess consumer perceptions and identify opportunities. Our findings revealed that while the brand recognition was not particularly worthy, its reputation was positive. Consequently, through the implementation of a communication plan that emphasizes content production and dissemination across appropriate platforms, we anticipate an increase in notoriety and recognition for the brand. Our objective in developing these plans was to contribute to the optimization of Carla Zuzarte Interiores’ social media presence and to enhance the brand’s visibility. To achieve these goals, we formulated various social media marketing strategies that emphasize content creation, partnership-building, event planning, and sponsorships.
This master’s thesis was written during the curricular internship at Carla Zuzarte Interiores and documents and all activities carried out as part of the program requirements for a master’s degree in marketing from Universidade Católica Portuguesa. Our research methodology employed an action research approach that incorporated an online survey to facilitate the development of a quantitative study aimed to design a communication plan for the brand. Through our quantitative study, we were able to assess consumer perceptions and identify opportunities. Our findings revealed that while the brand recognition was not particularly worthy, its reputation was positive. Consequently, through the implementation of a communication plan that emphasizes content production and dissemination across appropriate platforms, we anticipate an increase in notoriety and recognition for the brand. Our objective in developing these plans was to contribute to the optimization of Carla Zuzarte Interiores’ social media presence and to enhance the brand’s visibility. To achieve these goals, we formulated various social media marketing strategies that emphasize content creation, partnership-building, event planning, and sponsorships.
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Keywords
Plano de comunicação Redes sociais Conteúdo Social media Communication plan Content