A carregar...
Publicação
A tendência do vintage e retro nas estratégias de marketing das marcas : caso prático : Dan Cake Portugal e três projetos de retromarketing
| Nome: | Descrição: | Tamanho: | Formato: | |
|---|---|---|---|---|
| 892.91 KB | Adobe PDF |
Orientador(es)
Resumo(s)
O período de formação teve lugar no Departamento de Marketing da DanCake
Portugal, mais concretamente nas vertentes do Marketing Digital, Marketing Tradicional
e Marketing de Eventos. O presente projeto e estudo subjacente teve um objetivo
fundamentalmente descritivo, procurando obter informação e desenvolver projetos no
Departamento de Marketing da DanCake Portugal. O objetivo do presente projeto passa
pelo estudo da influência dos estilos Retro e Vintage nas estratégias de marketing das
marcas, bem como a resposta do consumidor à adoção das mesmas, tendo um maior foco
na componente prática no Marketing da DanCake Portugal resultando em três projetos de
retromarketing
Para tal, foram abordados três temas principais: o Retro Marketing, o Vintage
Marketing e o Marketing de Eventos. Estes três temas foram analisados e fundamentados
comparando e exemplificando outros casos semelhantes noutras empresas. Seguiram-se
metodologias qualitativas (action research) mas também quantitativas (sondagens/
inquéritos) ao longo destes três projetos.
O primeiro projeto tem como principal objetivo a criação de um novo produto
retro e o relançamento de uma linha de produtos retro no mercado. O segundo projeto
consiste na reutilização de publicidade aplicada aos diversos canais de comunicação. Por
fim, o terceiro projeto compreende a elaboração e planeamento de um evento para
lançamento e ativação em ponto de venda, do produto criado no primeiro projeto.
Após conclusão de todos estes projetos e posterior análise conclui-se que, para os
produtos em estudo, a utilização do estilo retro e posteriores estratégias de promoção
foram bem-sucedidas, porém, com possível margem de progresso.
This training period was realized at DanCake’s Marketing Department, more specifically in Digital Marketing, Traditional Marketing and Events Marketing areas. The aim of this project and study is, mainly descriptive and seeking to obtain information and developing projects at DanCake’s Marketing Department. The main goal is about studying the real Retro and Vintage Styles influence on brand’s marketing strategies as well as the consumer reaction to those strategies, having a bigger attention and focus on the practical component (DanCake’s Marketing) resulting in three main retromarketing projects. For such, three main topics were addressed: Retro Marketing, Vintage Marketing and Events Marketing. These three topics were analysed and substantiated by comparing and exemplifying other similar cases in other companies. Qualitative methodologies (action research) but also quantitative methodologies (polls/surveys) were followed throughout these three projects. The main goal of the first project is about creating a new retro product and the relaunch of an entire retro product line in the market. The second project consists of reusing the company’s advertisement applied to different communication channels. Finally, the third project comprises the elaboration and planning of an event to lauch the product created on the first project. After completion of all these projects and subsequent analysis, it is concluded that, for the products under study, the use of the retro style and subsequent promotion strategies were successful, however, with possible margin for progress.
This training period was realized at DanCake’s Marketing Department, more specifically in Digital Marketing, Traditional Marketing and Events Marketing areas. The aim of this project and study is, mainly descriptive and seeking to obtain information and developing projects at DanCake’s Marketing Department. The main goal is about studying the real Retro and Vintage Styles influence on brand’s marketing strategies as well as the consumer reaction to those strategies, having a bigger attention and focus on the practical component (DanCake’s Marketing) resulting in three main retromarketing projects. For such, three main topics were addressed: Retro Marketing, Vintage Marketing and Events Marketing. These three topics were analysed and substantiated by comparing and exemplifying other similar cases in other companies. Qualitative methodologies (action research) but also quantitative methodologies (polls/surveys) were followed throughout these three projects. The main goal of the first project is about creating a new retro product and the relaunch of an entire retro product line in the market. The second project consists of reusing the company’s advertisement applied to different communication channels. Finally, the third project comprises the elaboration and planning of an event to lauch the product created on the first project. After completion of all these projects and subsequent analysis, it is concluded that, for the products under study, the use of the retro style and subsequent promotion strategies were successful, however, with possible margin for progress.
Descrição
Mestrado Bolonha em Ciências Empresariais
Palavras-chave
Marketing Retro Vintage Eventos retromarketing Events
Contexto Educativo
Citação
Gonçalves, Manuel de Almeida Afonso (2023). “A tendência do vintage e retro nas estratégias de marketing das marcas : caso prático : Dan Cake Portugal e três projetos de retromarketing”. Dissertação de Mestrado. Universidade de Lisboa. Instituto Superior de Economia e Gestão
Editora
Instituto Superior de Economia e Gestão