Projeto Experimental de Publicidade e Propaganda: Agência MUNI - Renault Kwid
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Data
2023-12
Tipo de documento
Monografia
Título da Revista
ISSN da Revista
Título de Volume
Área do conhecimento
Modalidade de acesso
Acesso aberto
Editora
Autores
SILVA, Ana Beatriz Carvalho da
LIMA, Gabriel Saraiva
CREMONINI, Gustavo Póvoa
MARQUES, Leonardo
SOUZA, Lis Cataldo Waltrick de
EZAKI, Tathiane
MATIAS, Thiago de Souza
BERTHOLDO, Victoria Valsecchi Fabi
Orientador
NEVES, Sergio Bairrada das
Coorientador
SIQUEIRA, Daniel Antônio Finamor
Resumo
O propósito deste trabalho consiste na elaboração de uma campanha publicitária abrangente destinada ao Renault Kwid, um veículo de entrada proeminente no mercado automobilístico nacional. Este projeto concentra-se no desenvolvimento de estratégias de planejamento estratégico, plano promocional, táticas de marketing e estratégias de mídia. O Renault Kwid já desfruta de uma posição sólida no mercado, mas, para preservar seu prestígio, elevar ainda mais sua reputação e atrair uma nova clientela, torna-se imperativo investir em iniciativas de marketing e promoção. A realidade atual do mercado apresenta desafios e oportunidades que precisam ser meticulosamente considerados durante a concepção de uma campanha publicitária eficaz. Nesse contexto, este estudo explora as características e valores da empresa que devem ser ressaltados na campanha, além de abordar as estratégias de comunicação mais pertinentes para alcançar o público-alvo e atingir os objetivos preestabelecidos. A campanha publicitária proposta tem por finalidade elevar o reconhecimento e a visibilidade do Renault Kwid, solidificando sua posição como o veículo de entrada mais acessível do mercado. Para isso, serão empregados elementos criativos e estratégias de comunicação integradas, com o objetivo de envolver e capturar a atenção do público-alvo, bem como transmitir as principais características distintivas e os benefícios proporcionados pela empresa. Ao longo do desenvolvimento deste trabalho, serão delineados os passos essenciais para a criação da campanha, contemplando análises de mercado, a definição de objetivos, a segmentação do público-alvo e a seleção das estratégias promocionais. Os benefícios e o impacto da mensagem serão cuidadosamente considerados em cada fase desse processo. Ao concluir esta campanha publicitária, a expectativa é contribuir para o
fortalecimento da marca e para o aumento da competitividade do Renault Kwid no mercado automobilístico.
The purpose of this work is to develop a comprehensive advertising campaign for the Renault Kwid, a prominent entry-level vehicle in the Brazilian automotive market. This project focuses on the development of strategic planning strategies, promotional plan, marketing tactics, and media strategies. The Renault Kwid already enjoys a solid market position, but in order to preserve its prestige, further elevate its reputation, and attract new customers, it becomes imperative to invest in marketing and promotional initiatives. The current market reality presents challenges and opportunities that need to be meticulously considered during the conception of an effective advertising campaign. In this context, this study explores the characteristics and values of the company that should be highlighted in the campaign, in addition to addressing the most pertinent communication strategies to reach the target audience and achieve the pre-established objectives. The proposed advertising campaign aims to raise the awareness and visibility of the Renault Kwid, solidifying its position as the most affordable entry-level vehicle on the market. To do this, creative elements and integrated communication strategies will be used, with the aim of engaging and capturing the attention of the target audience, as well as conveying the main distinctive features and benefits provided by the company. Throughout the development of this work, the essential steps for creating the campaign will be outlined, considering market analysis, goal setting, target audience segmentation, and the selection of promotional strategies. The benefits and impact of the message will be carefully considered in each phase of this process. Upon completion of this advertising campaign, the expectation is to contribute to the strengthening of the brand and to the increase in the competitiveness of the Renault Kwid in the automotive market.
The purpose of this work is to develop a comprehensive advertising campaign for the Renault Kwid, a prominent entry-level vehicle in the Brazilian automotive market. This project focuses on the development of strategic planning strategies, promotional plan, marketing tactics, and media strategies. The Renault Kwid already enjoys a solid market position, but in order to preserve its prestige, further elevate its reputation, and attract new customers, it becomes imperative to invest in marketing and promotional initiatives. The current market reality presents challenges and opportunities that need to be meticulously considered during the conception of an effective advertising campaign. In this context, this study explores the characteristics and values of the company that should be highlighted in the campaign, in addition to addressing the most pertinent communication strategies to reach the target audience and achieve the pre-established objectives. The proposed advertising campaign aims to raise the awareness and visibility of the Renault Kwid, solidifying its position as the most affordable entry-level vehicle on the market. To do this, creative elements and integrated communication strategies will be used, with the aim of engaging and capturing the attention of the target audience, as well as conveying the main distinctive features and benefits provided by the company. Throughout the development of this work, the essential steps for creating the campaign will be outlined, considering market analysis, goal setting, target audience segmentation, and the selection of promotional strategies. The benefits and impact of the message will be carefully considered in each phase of this process. Upon completion of this advertising campaign, the expectation is to contribute to the strengthening of the brand and to the increase in the competitiveness of the Renault Kwid in the automotive market.
Palavras-chave
renault kwid, renault brasil, automóveis, público-alvo, planejamento estratégico, comunicação e marketing, análise de mercado, eficácia publicitária