Agência Iris: La guapa empanadas artesanais
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Data
2023-12
Tipo de documento
Plano de Negócios
Título da Revista
ISSN da Revista
Título de Volume
Área do conhecimento
Modalidade de acesso
Acesso aberto
Editora
Autores
BASTOQUE, Amanda de Sousa
SOUSA, Andressa de Oliveira
FERREIRA, Giulia Catherine
GOMES, João Márcio dos Santos
SILVA, Laiz Vitória Prado da
TEÓFILO, Sarah Cristina Soares
DANTAS, Thalya de Lima
ARAUJO, Yasmim Barbosa de
Orientador
NEVES, Sérgio Bairrada das
Coorientador
MANETTA, Paulo Roberto
Resumo
Este documento realizados por alunos do curso de Publicidade e Propaganda na
Universidade Anhembi Morumbi, apresenta as métricas, resultados e conclusões do
Projeto Experimental do curso de Comunicação Social com Ênfase em Publicidade e
Propaganda, elaborado e alinhado para com as exigências do Trabalho de Conclusão
de Curso da Universidade; Propondo-se a realizar o estudo de marca com o objetivo
de desenvolver uma campanha publicitária para o restaurante café La Guapa
Empanadas Artesanais, a fim de aumentar a popularidade da marca, majoritariamente
na região sudeste do Brasil.
Para tanto, foram realizados estudos sobre hábitos de consumo da categoria de
alimentos, análise sobre o atual consumo de empanadas, posicionamento da marca,
além do levantamento de oportunidades e ameaças a partir do diagnóstico do atual
contexto da empresa e coleta de dados sobre o público-alvo através de pesquisa
quantitativa e qualitativa. Através das análises, foi possível identificar os meios e
concluir a comunicação para o público-alvo estudado, sendo ele: homens e mulheres
da faixa etária entre 24 a 35 anos, das classes B e C.
This document, carried out by students of the Advertising and Propaganda course at Anhembi Morumbi University, presents the metrics, results, and conclusions of the Experimental Project of the Social Communication course with emphasis on Advertising and Propaganda. It was developed and aligned with the requirements of the Final Project of the University. The aim is to conduct a brand study with the objective of creating an advertising campaign for the La Guapa Empanadas Artesanais restaurant, in order to increase the brand's popularity, primarily in the southeastern region of Brazil. To that end, studies were conducted on consumption habits within the food category, analyses of the current consumption of empanadas, brand positioning, as well as the identification of opportunities and threats based on the diagnosis of the current context of the company and data collection on the target audience through quantitative and qualitative research. Through the analyses, it was possible to identify the means and draw conclusions for the ideal communication to the studied target audience, which consists of men and women aged between 24 and 35, belonging to social classes B and C.
This document, carried out by students of the Advertising and Propaganda course at Anhembi Morumbi University, presents the metrics, results, and conclusions of the Experimental Project of the Social Communication course with emphasis on Advertising and Propaganda. It was developed and aligned with the requirements of the Final Project of the University. The aim is to conduct a brand study with the objective of creating an advertising campaign for the La Guapa Empanadas Artesanais restaurant, in order to increase the brand's popularity, primarily in the southeastern region of Brazil. To that end, studies were conducted on consumption habits within the food category, analyses of the current consumption of empanadas, brand positioning, as well as the identification of opportunities and threats based on the diagnosis of the current context of the company and data collection on the target audience through quantitative and qualitative research. Through the analyses, it was possible to identify the means and draw conclusions for the ideal communication to the studied target audience, which consists of men and women aged between 24 and 35, belonging to social classes B and C.
Palavras-chave
empanada, La Guapa, posicionamento de marca, marketing, publicidade, propaganda