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Advisor(s)
Abstract(s)
O presente relatório de estágio incide sobre a marca brasileira de azeites Andorinha e
pretende explorar de que forma o efeito de Country of Origin, que designa o impacto da
origem no posicionamento, estratégia e comunicação da marca, pode refletir uma
perceção de qualidade nos seus consumidores.
Contextualmente, o desenvolvimento do setor do azeite no Brasil motivou entrada da
Sovena neste mercado com a marca Andorinha. O consumidor brasileiro, com pouco
conhecimento e envolto em construções sociais que condicionam e desacreditam o
consumo de azeite, procura por informações qualitativas do produto nos atributos
extrínsecos da marca. A gestão de marketing de Andorinha capitalizou o tema da origem,
inerente ao processo de produção deste azeite, para construir a matriz estratégica da
marca. A origem, enquanto pista informativa, suscita a criação de perceções subjetivas
que dependem do sistema social, cultural, económico e individual em que o consumidor
está inserido.
No âmbito da realização de Estágio Curricular na empresa portuguesa Sovena foi
desenvolvido um Estudo de Caso. Para cobrir estas dinâmicas, foi seguida uma análise da
interação entre consumidor-marca, com o propósito de averiguar profundamente uma
unidade individual, Andorinha, mediante os contornos do consumo no mercado brasileiro
de azeite.
A investigação permitiu clarificar a importância de as empresas trabalharem holística e
circunstancialmente o efeito de Country of Origin, e sobretudo, oportuna para revelar a
premência da literatura aprofundar e sistematizar os contributos sobre o tema.
The current report focuses on the Brazilian olive oil brand, Andorinha, and intends to investigate how the effect of Country of Origin, which designates the impact of origin on brand positioning, strategy, and communication, can reflect a quality perception in its consumers. Contextually, the development of the olive oil sector in Brazil prompted the entry of Sovena in this market along with the brand Andorinha. Brazilian consumers, with little knowledge and shrouded in social constructions that constrain and discredit the consumption of olive oil, look for qualitative information about the product in the extrinsic attributes of the brand. Andorinha's marketing management team took advantage of the origin theme, inherent to the production process of this oil, to build the brand's strategic matrix. The origin, as an informative clue, raises the creation of subjective perceptions that depend on the social, cultural, economic, and individual systemsin which the consumer is included. As part of the Curricular Internship at the Portuguese company Sovena, a Case Study was developed. To cover the previous dynamics, an analysis of the interaction between consumer-brand was followed, with the purpose of deeply investigating an individual unit, Andorinha, through the contours of consumption in the Brazilian olive oil market. The investigation allowed clarifying the importance of companies working holistically and circumstantially the Country-of-Origin effect, and above all, opportune to reveal the urgency of the literature to deepen and systematize the contributions on the subject.
The current report focuses on the Brazilian olive oil brand, Andorinha, and intends to investigate how the effect of Country of Origin, which designates the impact of origin on brand positioning, strategy, and communication, can reflect a quality perception in its consumers. Contextually, the development of the olive oil sector in Brazil prompted the entry of Sovena in this market along with the brand Andorinha. Brazilian consumers, with little knowledge and shrouded in social constructions that constrain and discredit the consumption of olive oil, look for qualitative information about the product in the extrinsic attributes of the brand. Andorinha's marketing management team took advantage of the origin theme, inherent to the production process of this oil, to build the brand's strategic matrix. The origin, as an informative clue, raises the creation of subjective perceptions that depend on the social, cultural, economic, and individual systemsin which the consumer is included. As part of the Curricular Internship at the Portuguese company Sovena, a Case Study was developed. To cover the previous dynamics, an analysis of the interaction between consumer-brand was followed, with the purpose of deeply investigating an individual unit, Andorinha, through the contours of consumption in the Brazilian olive oil market. The investigation allowed clarifying the importance of companies working holistically and circumstantially the Country-of-Origin effect, and above all, opportune to reveal the urgency of the literature to deepen and systematize the contributions on the subject.
Description
Keywords
Country of origin Marca Perceção de qualidade Azeite Andorinha Brasil Brand Quality perception Andorinha olive oil Brazil