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Plano de comunicação integrada de marketing para a empresa Catarina Sampaio Soares : flower design
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Este trabalho final de mestrado tem como objetivo o desenvolvimento de um Plano de Comunicação Integrada de Marketing para a marca Catarina Sampaio Soares: Flower Design, uma florista, situada em Lisboa, dedicada à criação de todo o tipo de arranjos florais, para diferentes ocasiões. O projeto apresenta um plano desenvolvido com base nos seguintes objetivos: aumentar a notoriedade da marca, reforçar a identidade e imagem da marca junto dos clientes atuais e atrair novos clientes. Para alcançar os objetivos definidos, foram estabelecidas quatro áreas de atuação, nomeadamente, Comunicação Digital; Parcerias; Feiras e Eventos e, por fim, Relações Públicas. No total, foram propostas 14 ações, delineadas com base na análise dos dados recolhidos. Os resultados evidenciaram, por um lado, a importância das redes sociais para uma florista, com destaque para o Instagram. Por outro lado, os dados revelaram que a colaboração com outras marcas é um aspeto relevante para o público. O estudo assume, ainda, um caráter cross-sectional, com uma estratégia de action research, uma vez que consistiu numa investigação iterativa com a finalidade de desenvolver soluções para um problema organizacional real, a falta de comunicação planeada, através de uma abordagem colaborativa com a fundadora da marca. No que diz respeito à recolha de dados primários, foi utilizada uma metodologia mixed-methods, que consistiu na realização de uma entrevista em profundidade à fundadora, como método qualitativo, e na elaboração de um inquérito por questionário online, como método quantitativo, que obteve 228 respostas. Do total de respostas, 196 foram consideradas válidas. Adicionalmente, os dados primários foram complementados com a recolha de dados secundários, com o objetivo de compreender o contexto no qual a florista está inserida, identificando elementos externos impactantes.
The purpose of this master final work is to develop an Integrated Marketing Communication Plan for the Catarina Sampaio Soares: Flower Design brand, a Lisbon-based flower shop dedicated to creating all kinds of floral arrangements to different occasions. This project presents a plan developed with the following objectives: increasing brand awareness, reinforcing the brand's identity and image among current customers and finally attracting new customers. To achieve the objectives set, four areas of action were defined, namely Digital Communication; Partnerships; Fairs and Events and, finally, Public Relations. A total of 14 actions were proposed, based on the data collected. The results showed, on one hand, the importance of social media for a florist, especially Instagram. On the other hand, the data revealed that collaboration with other brands is a relevant aspect for the public. The study is also cross-sectional, with an action research strategy, as it consisted of an iterative investigation with the aim of developing solutions to a real organizational problem, the lack of planned communications, through a collaborative approach with the brand's founder. Regarding the primary data collection, a mixed-methods methodology was used, which consisted of carrying out an in-depth interview with the founder, as a qualitative method, and drawing up an online questionnaire survey, as a quantitative method, which obtained 228 responses. Of the total number of responses, 196 were considered valid. In addition, the primary data was complemented by the collection of secondary data, with the aim of understanding the context in which the florist is inserted, identifying impactful external elements.
The purpose of this master final work is to develop an Integrated Marketing Communication Plan for the Catarina Sampaio Soares: Flower Design brand, a Lisbon-based flower shop dedicated to creating all kinds of floral arrangements to different occasions. This project presents a plan developed with the following objectives: increasing brand awareness, reinforcing the brand's identity and image among current customers and finally attracting new customers. To achieve the objectives set, four areas of action were defined, namely Digital Communication; Partnerships; Fairs and Events and, finally, Public Relations. A total of 14 actions were proposed, based on the data collected. The results showed, on one hand, the importance of social media for a florist, especially Instagram. On the other hand, the data revealed that collaboration with other brands is a relevant aspect for the public. The study is also cross-sectional, with an action research strategy, as it consisted of an iterative investigation with the aim of developing solutions to a real organizational problem, the lack of planned communications, through a collaborative approach with the brand's founder. Regarding the primary data collection, a mixed-methods methodology was used, which consisted of carrying out an in-depth interview with the founder, as a qualitative method, and drawing up an online questionnaire survey, as a quantitative method, which obtained 228 responses. Of the total number of responses, 196 were considered valid. In addition, the primary data was complemented by the collection of secondary data, with the aim of understanding the context in which the florist is inserted, identifying impactful external elements.
Descrição
Trabalho Final de Mestrado, Marketing, ISEG, 2025
Palavras-chave
Integrated Marketing Communication Plan Catarina Sampaio Soares: Flower Design Digital Communication Awareness Plano de Comunicação Integrada de Marketing Catarina Sampaio Soares: Flower Design Comunicação Digital Notoriedade