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O tema proposto trata-se de um projecto pessoal que gostaria de implementar
futuramente. Tenho observado a evolução de dois mercados recentes com forte crescimento
e expansão a nível nacional e internacional: experiências e compras colectivas. Desta
observação identifiquei pontos fracos nas empresas de referência, que possibilitam uma
oportunidade para o meu projecto.
O projecto consiste num plano de construção de uma nova marca. Assim, será criada
a marca Sentyo, especializada na área de experiências românticas.
A marca destina-se ao público-alvo casais, ou seja, um conjunto de dois indivíduos
do sexo feminino e/ou masculino, incluindo futuros casais (solteiros), namorados, casais
casados ou que vivem juntos, que gostam de desenvolver actividades juntos, tendo
idades compreendidas entre os 18 e 54 anos, sendo mais frequente entre os 25 e 44
anos, correspondentes às classes média, média-alta e alta, e situados essencialmente nas
regiões urbanas. Apesar do público-alvo ser o casal, a compra é efectuada apenas por um
elemento do casal (comprador), podendo o consumidor final ser constituído pelos dois
indivíduos ou apenas um. Neste último caso, a compra é efectuada por um membro do
casal com o objectivo de oferecer a experiência ao outro elemento do casal.
Neste projecto entendeu-se que o conceito de experiências românticas tem por
base os presentes critérios: produto/serviço criativo e experienciável com o intuito de
estimular os sentidos, despertar emoções e sensações, partilhar sentimentos, incrementar
romance, impressionar e permitir surpreender, possibilitar a vivência de momentos
únicos e de sonho.
A oferta da marca compreende três categorias: propostas do dia, produtos próprios
e serviço personalizado. Esta encontra-se disponível através de uma plataforma digital
desenvolvida para o efeito.
A nova marca apresenta o seguinte posicionamento: apaixonar os clientes todos os
dias é o nosso desafio. A Sentyo está associada a romance, paixão, inovação, experiências,
especialização e ética, dando-lhes a possibilidade de fazerem uma quebra na rotina e
a experienciarem momentos únicos e memoráveis. Os valores da marca assentam na
garantia de qualidade da sua oferta e serviço, bem como facilidade de acesso e compra.
Para a construção da marca será criada uma empresa com o mesmo nome, assente
no modelo de negócio das compras colectivas e experiências.
The proposed theme is a personal project that I would like to implement in the future. I have watched the evolution of two recent markets, with strong national and international growth and expansion: experiences and collective buying. From this observation I identified weaknesses in the main players, which creates an opportunity for the new brand of my project. The project consists in a plan to build a new brand. Thus, the brand Sentyo will be created, specialized in the field of romantic experiences. The brand is intended to the couples target, i.e., a set of two individuals female and/ or male sex, including future couples (singles), sweethearts, married couples or living together, who like to do activities together, with ages between 18 and 54 years old, being more frequent between 25 and 44 years old, corresponding to the middle, mid-high and high class, and located mainly in urban areas. Although the target audience is the couple, the purchase is made by only one member of the couple (buyer) but the consumer may be composed of only one or two individuals. In the latter case, the purchase is made by a member of the couple in order to offer the experience to the other element of the couple. In this project it was understood that the concept of romantic experiences is based on these criteria: creative product/service and possible to experiment in order to stimulate the senses, arouse emotions and feelings, share feelings, enhance romance, impress and amaze, and enable to experiment unique moments and dreams. The offer includes three brand categories: proposals of the day, proprietary products and personalized service. This is available through a digital platform, developed for this purpose. The new brand positioning features the following: making customers fall in love every day is our challenge. Sentyo is associated with romance, passion, innovation, experiences, expertise and ethics, giving them the opportunity to make a break in the routine and experiencing unique and memorable moments. The values of the brand are based on the quality assurance of its offer and service, as well as ease of access and purchase. To build the brand it will be created a company with the same name, based on the business model of collective buying and experiences.
The proposed theme is a personal project that I would like to implement in the future. I have watched the evolution of two recent markets, with strong national and international growth and expansion: experiences and collective buying. From this observation I identified weaknesses in the main players, which creates an opportunity for the new brand of my project. The project consists in a plan to build a new brand. Thus, the brand Sentyo will be created, specialized in the field of romantic experiences. The brand is intended to the couples target, i.e., a set of two individuals female and/ or male sex, including future couples (singles), sweethearts, married couples or living together, who like to do activities together, with ages between 18 and 54 years old, being more frequent between 25 and 44 years old, corresponding to the middle, mid-high and high class, and located mainly in urban areas. Although the target audience is the couple, the purchase is made by only one member of the couple (buyer) but the consumer may be composed of only one or two individuals. In the latter case, the purchase is made by a member of the couple in order to offer the experience to the other element of the couple. In this project it was understood that the concept of romantic experiences is based on these criteria: creative product/service and possible to experiment in order to stimulate the senses, arouse emotions and feelings, share feelings, enhance romance, impress and amaze, and enable to experiment unique moments and dreams. The offer includes three brand categories: proposals of the day, proprietary products and personalized service. This is available through a digital platform, developed for this purpose. The new brand positioning features the following: making customers fall in love every day is our challenge. Sentyo is associated with romance, passion, innovation, experiences, expertise and ethics, giving them the opportunity to make a break in the routine and experiencing unique and memorable moments. The values of the brand are based on the quality assurance of its offer and service, as well as ease of access and purchase. To build the brand it will be created a company with the same name, based on the business model of collective buying and experiences.
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Palavras-chave
Marketing experiencial Marketing emocional Marca Branding Experiências românticas Casais Compras colectivas Experience marketing Emotion marketing brand Romantic experiences Couples Daily deals