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Plano de marketing digital para Capim – Talho Vegan
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Orientador(es)
Resumo(s)
Num mundo em constante transformação digital, as empresas devem ter a sua comunicação online bem definida, de forma a alcançarem melhor os objetivos e resultados propostos, permitindo o crescimento das mesmas. O presente trabalho tem como ambição realizar um plano de marketing digital para o Capim – Talho Vegan. O trabalho inicia-se com a análise da marca ainda numa fase embrionária, para posteriormente realizar o planeamento de comunicação digital para o Capim. Foi utilizada uma estratégia de case study research para a elaboração do projeto, através do estudo de pessoas, eventos, organizações ou outros sistemas. O processo de recolha de dados foi concretizado através de dados primários, via entrevistas semiestruturadas ao fundador da marca, a clientes e a não clientes. Foram recolhidos também dados secundários relativos a temas externos à marca, de forma a ser possível aprofundar o conhecimento sobre o negócio, para melhor definir e implementar o plano, tendo este uma estrutura robusta e completa. O plano irá permitir que a marca tenha a sua comunicação definida e organizada durante o ano de 2021, através de várias etapas de implementação.
In a world in constant digital transformation, companies must have their online communication well defined, in order to better achieve their proposal goals and results, and thus allowing them to grow. The present study aims at creating a digital marketing plan for Capim - Talho Vegan. The work begins with the analysis of the brand still in an embryonic phase and later the full digital communication planning for the Company is discussed. A case study research strategy has been used to elaborate the project, based on the study of people, events, organizations and other systems. The data collection process was carried out using primary data, via semi-structured interviews with the brand founder, customers and non-customers. In addition, secondary data related to themes external to the brand has also been collected, in order to help deepening our understanding about the business and the market where it operates. This approach helped defining the plan and its associated implementation strategy, based on a robust and complete structure. The plan is expected to allow the brand to have its communication defined and organized during the year of 2021 through various implementation steps.
In a world in constant digital transformation, companies must have their online communication well defined, in order to better achieve their proposal goals and results, and thus allowing them to grow. The present study aims at creating a digital marketing plan for Capim - Talho Vegan. The work begins with the analysis of the brand still in an embryonic phase and later the full digital communication planning for the Company is discussed. A case study research strategy has been used to elaborate the project, based on the study of people, events, organizations and other systems. The data collection process was carried out using primary data, via semi-structured interviews with the brand founder, customers and non-customers. In addition, secondary data related to themes external to the brand has also been collected, in order to help deepening our understanding about the business and the market where it operates. This approach helped defining the plan and its associated implementation strategy, based on a robust and complete structure. The plan is expected to allow the brand to have its communication defined and organized during the year of 2021 through various implementation steps.
Descrição
Mestrado Bolonha em Marketing
Palavras-chave
Plano de Marketing Digital Marketing Digital Vegan Digital Marketing Plan Digital Marketing Vegan
Contexto Educativo
Citação
Correia, Miguel Segade Henriques Nunes (2020). “Plano de marketing digital para Capim – Talho Vegan”. Dissertação de Mestrado. Universidade de Lisboa. Instituto Superior de Economia e Gestão
Editora
Instituto Superior de Economia e Gestão