| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 2.16 MB | Adobe PDF |
Advisor(s)
Abstract(s)
Este projeto é um guia de lançamento à entrada do azeite biológico “Pedra da Neta” no mercado nacional. A nova marca, procura satisfazer o crescente interesse pela alimentação biológica, sendo um mercado com cada vez mais procura e no qual a produção ainda tem uma expressão reduzida.
Numa primeira fase foi realizada uma investigação no sentido de compreender a noção de criação de marca, juntamente com os termos identidade, valor e posicionamento. Através destes, é possível tornar determinado produto facilmente identificável, no seio de outros tantos com funções semelhantes ou idênticas.
O desafio centra-se na entrada num mercado maduro, como é o da indústria oleícola, e na compreensão do comportamento do consumidor do séc. XXI. Hoje em dia, as marcas procuram conquistar uma relação próxima com o público, sendo que esta meta só é realizável se a organização conhecer e compreender o seu target ou segmento. Com a realização de um estudo de mercado, aplicado através de um inquérito por questionário, com uma amostra total de 570 respondentes, foi possível identificar as motivações para o consumo de produtos biológicos, nomeadamente, a procura pela experiência e necessidade de adotar um novo estilo de vida saudável e em equilíbrio com o meio ambiente.
Para dar resposta aos objetivos do projeto de mestrado foi aplicado um Plano de Comunicação Integrada de Marketing, através do qual se realizou uma análise das potencialidades e ameaças do mercado e da “Pedra da Neta”, seguindo-se um levantamento das marcas existentes e eventuais concorrentes. Uma vez definida a estratégia e identificado o target, foram selecionadas diferentes áreas de atuação, que visam operar de acordo com o posicionamento desejado e ciclo de vida do produto.
Por último, é conduzida uma abordagem à distribuição que a marca deve seguir, sabendo que não existe capacidade interna para um departamento de força de vendas. Esta presença nos diferentes canais deve basear-se em distribuidores especializados organizados geograficamente.
This project consists of a Product Launch Guide for “Pedra da Neta” organic olive oil’s entrance into the national (Portuguese) market. The brand aims to respond to a growing interest in organic food, a marketing where demand is rising, but production remains incipient. In the first phase, research was undertaken to understand the concept of brand creation, as well as the notion of identify, value and positioning. This enables a certain product to become identifiable among several others with similar or identical features. The challenge is mainly the entrance in a mature market – the olive oil industry – as well as understanding the consumer of the 21st century. In a sector that is becoming ever more competitive, and with consumers becoming ever more aware and informed, brands are focusing on attaining a close relation with the public. However, this can only be achieved if the organisation knows and understands its target or segment. An online survey based a sample of 570 respondents enabled the identification of the motivations behind the consumption of organic products, namely the search for a experience and the need to adopt a new lifestyle, in harmony with the environment An Integrated Marketing Communications plan was created to respond to these objectives, which involved the analysis of the market and Pedra da Neta’s threats and opportunities, followed by a survey of existing brands and potential competitors. Once the strategy was defined and the target to which the brand should channel its communications was identified, different areas of actuation were also selected, aimed at operating according to the desired positioning and product lifecycle. Finally, a brand-led approach towards distribution was proposed, knowing that there is no internal capacity for the existence of a salesforce department, which means that the presence in different channels should be based on specialised, and geographically organised, distributors.
This project consists of a Product Launch Guide for “Pedra da Neta” organic olive oil’s entrance into the national (Portuguese) market. The brand aims to respond to a growing interest in organic food, a marketing where demand is rising, but production remains incipient. In the first phase, research was undertaken to understand the concept of brand creation, as well as the notion of identify, value and positioning. This enables a certain product to become identifiable among several others with similar or identical features. The challenge is mainly the entrance in a mature market – the olive oil industry – as well as understanding the consumer of the 21st century. In a sector that is becoming ever more competitive, and with consumers becoming ever more aware and informed, brands are focusing on attaining a close relation with the public. However, this can only be achieved if the organisation knows and understands its target or segment. An online survey based a sample of 570 respondents enabled the identification of the motivations behind the consumption of organic products, namely the search for a experience and the need to adopt a new lifestyle, in harmony with the environment An Integrated Marketing Communications plan was created to respond to these objectives, which involved the analysis of the market and Pedra da Neta’s threats and opportunities, followed by a survey of existing brands and potential competitors. Once the strategy was defined and the target to which the brand should channel its communications was identified, different areas of actuation were also selected, aimed at operating according to the desired positioning and product lifecycle. Finally, a brand-led approach towards distribution was proposed, knowing that there is no internal capacity for the existence of a salesforce department, which means that the presence in different channels should be based on specialised, and geographically organised, distributors.
Description
Keywords
Criação de marca Comportamento do consumidor Plano de comunicação e marketing Azeite Biológico Brand creation Consumer behaviour Marketing and communication plan Olive oil Organic