Trabalho de conclusão de curso: book Agência Integração
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Data
2022-11-11
Tipo de documento
Plano de Negócios
Título da Revista
ISSN da Revista
Título de Volume
Área do conhecimento
Ciências Sociais Aplicadas
Modalidade de acesso
Acesso aberto
Editora
Autores
Sousa, Amanda Silva Rodrigues de
Araujo, Danielle Santos
Oliveira, Enzo Amodio de
Ghovatto, Gabriela Ramírez Zanon
Tosi, Giovanna Soares
Santos, Gustavo Silva Filza dos
Santos, Lorena Rodrigues dos
Franco, Milena Zellauy
Marinho, Rafaella Cordeiro Vian
Scancarelli, Thaís Zambrano
Orientador
Campos, José Rubens de
Coorientador
Antonio Finamor Siqueira, Daniel
Resumo
O presente trabalho tem como objetivo desenvolver um planejamento estratégico de marca para a multinacional Mars Incorporated, a partir da investigação das variáveis que envolvem o diagnóstico de problemas e as oportunidades que foram detectadas com relação aos consumidores, concorrentes, histórico da empresa, características dos seus produtos, etc. Dessa forma, o intuito é, portanto, desenvolver uma estratégia de comunicação, com objetivo de reconhecê-la institucionalmente no setor de pet food a nível nacional, através de suas principais submarcas: Pedigree, Royal Canin e Whiskas. Para isso, foram realizadas diversas pesquisas quantitativas e qualitativas elaboradas pela própria agência, e também extraídas da Internet. Juntamente disso, a agência teve duas reuniões com a própria Mars, para entender os principais objetivos da marca atualmente. Após confirmar o alto reconhecimento das submarcas e baixo reconhecimento institucional pelos consumidores, a agência desenvolveu estratégias para fortalecer a imagem da empresa através das mídias online, do e-commerce, de seus colaboradores e distribuidores e, principalmente, nos pontos de venda físicos, impulsionando a Mars para se tornar uma marca guarda-chuva Top of Mind de seus consumidores. Fomentando, também, o aumento das vendas de seus subprodutos, ampliando, além disso, a imagem da marca e expandindo a experiência do consumidor com relação à Mars, suas submarcas e seus produtos.
This thesis aims to develop a strategic brand plan for the multinational company Mars Incorporated, based on the investigation of the variables that involve the diagnosis of problems and the opportunities that were detected in relation to consumers, competitors, company history, product information etc. With that being said, the aim is to develop a main communication strategy, with the objective of making Mars a brand recognizable in the institutional level, in the pet food sector in Brazil, through its main sub-brands: Pedigree, Royal Canin and Whiskas. In order to achieve this, several quantitative and qualitative surveys were carried out by Agência Integração, and also extracted from the Internet. Along with this, Agência Integração had two meetings with the client (Mars), to understand the main goals of the brand today. After confirming the high recognition of sub-brands and low institutional recognition by consumers, Agência Integração developed strategies to strengthen the company's image through online media, e-commerce, its employees and distributors and, mainly, at physical points of sale, boosting Mars to become a Top of Mind umbrella brand for its consumers. It was also important to encourage increased sales of its sub-products, further expanding the brand's image and expanding the consumer's experience of Mars, its sub-brands and its products.
This thesis aims to develop a strategic brand plan for the multinational company Mars Incorporated, based on the investigation of the variables that involve the diagnosis of problems and the opportunities that were detected in relation to consumers, competitors, company history, product information etc. With that being said, the aim is to develop a main communication strategy, with the objective of making Mars a brand recognizable in the institutional level, in the pet food sector in Brazil, through its main sub-brands: Pedigree, Royal Canin and Whiskas. In order to achieve this, several quantitative and qualitative surveys were carried out by Agência Integração, and also extracted from the Internet. Along with this, Agência Integração had two meetings with the client (Mars), to understand the main goals of the brand today. After confirming the high recognition of sub-brands and low institutional recognition by consumers, Agência Integração developed strategies to strengthen the company's image through online media, e-commerce, its employees and distributors and, mainly, at physical points of sale, boosting Mars to become a Top of Mind umbrella brand for its consumers. It was also important to encourage increased sales of its sub-products, further expanding the brand's image and expanding the consumer's experience of Mars, its sub-brands and its products.
Palavras-chave
Pet Food, Pet, E-commerce, Ponto de venda, Marca Guarda-Chuva, Marketing Institucional, Submarcas, Pets, Pedigree, Whiskas, Royal Canin, Propaganda, Promoção