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Abstract(s)
Este trabalho tem como objetivo a elaboração de um Plano de Comunicação Integrada de Marketing (CIM) para o lançamento da marca de Açaí brasileira, Manuê, através do planeamento de uma estratégia de comunicação para consumidores e potenciais franqueados da marca em Portugal, o que envolve a construção de uma marca forte no mercado. Durante o desenvolvimento deste projeto notou-se que a marca possui pouco know how na área de marketing e comunicação, para além de não possuir um plano estratégico. Assim, este trabalho visa construir um plano de comunicação integrada de marketing para o lançamento de uma marca em Portugal (Manuê), de forma a constribuir para o sucesso da marca e posterior lançamento de uma rede de franquias. No que toca à metodologia adotada, é um estudo descritivo e foi feita uma abordagem de métodos mistos sequenciais, utilizando uma amostragem não probabilística, sendo que as técnicas de recolha de dados incluíram dados secundários e primários, através de uma entrevista semiestruturada ao fundador da marca, e da implementação de um inquérito por questionário aos consumidores. Foi ainda realizada uma análise qualitativa situacional da marca, dos seus concorrentes e do mercado do açaí em Portugal. Os resultados obtidos permitiram concluir que o principal público-alvo – apreciadores de açaí, identifica os canais digitais (redes sociais – Instagram) como a ferramenta de comunicação preferencial, para além das recomendações de conhecidos como forma de despertar interesse em conhecer uma nova marca. O projeto procura ainda estruturar a comunicação entre a sede, no Brasil, e os seus colaboradores e franqueados, a fim de manter o posicionamento da marca sempre respeitado, de forma a contribuir para o sucesso da mesma. Em suma, as táticas sugeridas para este plano foram idealizadas com o pressuposto de abranger as preferências e hábitos dos principais públicos-alvo, tendo em consideração o posicionamento desejado de marca, que surge numa tentativa de atender algo que ainda não é atendido pelos players do mercado em Portugal. É, portanto, essencial que a mensagem transmitida por todos os canais escolhidos esteja sempre alinhada e a respeitar o posicionamento da marca. Em termos de limitações e recomendações para futuros estudos, foram encontradas limitações relativas à generalização dos resultados obtidos com a recolha de dados primários, uma vez que a singularidade das culturas regionais, as condições económicas e os comportamentos dos consumidores podem limitar o grau de generalização das conclusões, para além do facto de a vertente empresarial do projeto não ter podido ser discutida de forma exaustiva devido a limitações de tempo e de recursos.
The aim of this work is to draw up an Integrated Marketing Communications Plan (IMC) for the launch of the Brazilian Açaí brand, Manuê, by planning a communications strategy for consumers and potential franchisees of the brand in Portugal, which involves building a strong brand in the market. During the development of this project, it was noticed that the brand has little know-how in the area of marketing and communication, as well as not having a strategic plan. Therefore, this work aims to build an integrated marketing communication plan for the launch of a brand in Portugal (Manuê), in order to contribute to the success of the brand and the subsequent launch of a franchise network. In regards to the methodology adopted in this plan, a descriptive study and a sequential mixed methods approach was adopted, using non-probabilistic sampling. The data collection techniques included secondary and primary data, through a semi-structured interview with the brand's founder, and the implementation of a questionnaire survey with 223 individuals. A qualitative situational analysis of the brand, its competitors and the açaí market in Portugal was also carried out. The results obtained show that the main target audience - açaí lovers, identifies digital channels (social networks - Instagram) as the preferred communication tool, in addition to recommendations from acquaintances as a way of arousing interest in getting to know a new brand. The project also seeks to structure the communication between the head office in Brazil and its employees and franchisees, in order to keep the brand's positioning respected at all times and contribute to its success. In short, the tactics suggested for this plan were devised with the assumption of covering the preferences and habits of the main target audiences, taking into account the desired brand positioning, which arises in an attempt to address something that is not yet addressed by the market players in Portugal. It is therefore essential that the message conveyed by all the channels chosen is always aligned with and respects the brand's positioning. In terms of limitations and recommendations for future studies, there were limitations regarding the generalization of the results obtained from the collection of primary data, since the uniqueness of regional cultures, economic conditions and consumer behaviour can limit the conclusions, in addition to the fact that the business side of the project could not be discussed exhaustively due to time and resource constraints.
The aim of this work is to draw up an Integrated Marketing Communications Plan (IMC) for the launch of the Brazilian Açaí brand, Manuê, by planning a communications strategy for consumers and potential franchisees of the brand in Portugal, which involves building a strong brand in the market. During the development of this project, it was noticed that the brand has little know-how in the area of marketing and communication, as well as not having a strategic plan. Therefore, this work aims to build an integrated marketing communication plan for the launch of a brand in Portugal (Manuê), in order to contribute to the success of the brand and the subsequent launch of a franchise network. In regards to the methodology adopted in this plan, a descriptive study and a sequential mixed methods approach was adopted, using non-probabilistic sampling. The data collection techniques included secondary and primary data, through a semi-structured interview with the brand's founder, and the implementation of a questionnaire survey with 223 individuals. A qualitative situational analysis of the brand, its competitors and the açaí market in Portugal was also carried out. The results obtained show that the main target audience - açaí lovers, identifies digital channels (social networks - Instagram) as the preferred communication tool, in addition to recommendations from acquaintances as a way of arousing interest in getting to know a new brand. The project also seeks to structure the communication between the head office in Brazil and its employees and franchisees, in order to keep the brand's positioning respected at all times and contribute to its success. In short, the tactics suggested for this plan were devised with the assumption of covering the preferences and habits of the main target audiences, taking into account the desired brand positioning, which arises in an attempt to address something that is not yet addressed by the market players in Portugal. It is therefore essential that the message conveyed by all the channels chosen is always aligned with and respects the brand's positioning. In terms of limitations and recommendations for future studies, there were limitations regarding the generalization of the results obtained from the collection of primary data, since the uniqueness of regional cultures, economic conditions and consumer behaviour can limit the conclusions, in addition to the fact that the business side of the project could not be discussed exhaustively due to time and resource constraints.
Description
Keywords
Plano de CIM Marketing digital Açaí Brand equity Integrated Marketing Communications Plan (ICM) Digital marketing Brand equity