| Nome: | Descrição: | Tamanho: | Formato: | |
|---|---|---|---|---|
| 52.56 MB | Adobe PDF |
Orientador(es)
Resumo(s)
Esta issertação pretende demonstrar as decisões estratégicas tomadas para o
efeito das campanhas digitais no âmbito do lançamento dos novos modelos da gama
CEED da Kia no mercado automóvel português.
Sendo o segmento C historicamente competitivo e o mercado português
encontrar-se num momento volátil, pretende-se demonstrar que a estratégia digital
empregue resulta de um contínuo esforço de inovação, na adaptação de um novo
produto às necessidades dos consumidores do séc. XXI.
São desta forma disponibilizados e analisados os formatos e peças de
comunicação no seguimento da revisão literária realizada no âmbito das marcas,
perfis de consumo e marketing digital. Recorre-se ainda a métricas internas, dados
estatísticos e índices comerciais por forma a corroborar as decisões estratégicas
tomadas no que toca à implementação das campanhas no contexto dos objectivos
definidos.
This dissertation is aimed at demonstrating the strategic decisions led by KIA, regarding the digital campaigns that accompanied the launch of the new CEED in Portugal. Given that the C-segment is a historically competitive one and that the Portuguese automotive market is undergoing big changes, this dissertation sheds light on the continuous effort of innovation and addaptation of the brand’s new products in the light of the 21st century consumers’ needs. Are thus made available the digital formats and pieces of communication in the aftermath of an extensive literary review on the branding process, consumer profile and digital marketing. A set of internal key performance indicators, statistics and commercial data that corroborate the strategic decisions implemented are also analized and taken into account in the context of the previously set campaign objectives.
This dissertation is aimed at demonstrating the strategic decisions led by KIA, regarding the digital campaigns that accompanied the launch of the new CEED in Portugal. Given that the C-segment is a historically competitive one and that the Portuguese automotive market is undergoing big changes, this dissertation sheds light on the continuous effort of innovation and addaptation of the brand’s new products in the light of the 21st century consumers’ needs. Are thus made available the digital formats and pieces of communication in the aftermath of an extensive literary review on the branding process, consumer profile and digital marketing. A set of internal key performance indicators, statistics and commercial data that corroborate the strategic decisions implemented are also analized and taken into account in the context of the previously set campaign objectives.
Descrição
Palavras-chave
Consumidor Marketing digital Marca Inovação Automóvel Campanha Consumer Digital marketing Brand Innovation Automotive Campaign