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A gestão de marca no setor dermocosmético : o caso da Perfumes&Companhia
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Orientador(es)
Resumo(s)
O presente estudo realizado no âmbito do estágio curricular na empresa
Perfumes&Companhia tem como objetivo evidenciar as principais diferenças entre a gestão
de marcas premium e todas as outras categorias de marcas. O foco é mais específico quando é
feita uma comparação objetiva entre marcas premium e marcas de luxo, já que se considerou
relevante salientar os elementos que as separam para evitar a confusão entre os termos, uma
vez que essa análise pode permitir uma estratégia mais eficaz de segmentação do públicoalvo
e diferenciação da oferta. Assim, o ponto de partida é, no seu sentido mais pragmático,
as características deste grupo de marcas.
A metodologia adotada foi um estudo de caso da empresa Perfumes&Companhia, com
especial destaque para a Unicskin, uma marca premium fundada em 2017, mas implementada
na cadeia em outubro de 2022. A recolha de dados foi sistemática e contínua através de
processos de observação, descrição, compreensão e atribuição de significado. Apesar de ser
mais subjetiva do que uma metodologia quantitativa, foi preferível seguir um caminho mais
qualitativo dado o cariz prático associado a um estágio curricular.
Em termos de resultados, a teoria aplica-se na prática, no sentido em que, e dada a
quantidade de matéria atualizada sobre o tema, as visões de diferentes autores acabam por ser
ativadas em prol de uma gestão mais eficiente e inovadora. Deste modo, é possível concluir
que o reconhecimento do premium como um campo diferente dos demais (principalmente, do
luxo) pode ser traduzido numa definição objetiva da proposição de valor de uma marca, bem
como um aumento/manutenção do valor da mesma, uma noção eficiente de estratégias que,
efetivamente, apresentam retorno e um processo mais constante de fidelização de clientes.
Tudo isto direcionado a públicos que procuram produtos que combinem aspetos funcionais da
oferta com qualidades emocionais e psicológicas associadas aos atos de compra.
This study, carried out as part of my internship at Perfumes&Companhia, aims to highlight the main differences between the management of premium brands and all other brand categories. The focus is more specific when an objective comparative analysis is made between premium brands and luxury brands, as it was considered relevant to highlight the points that separate them in order to avoid any confusion between the two, since this analysis can enable a more effective strategy for segmenting the target audience and differentiating the offer. Therefore, the starting point is, in its most pragmatic sense, the characteristics of this group of brands. The methodology chosen was a case study of Perfumes&Companhia, with special emphasis on Unicskin, a premium brand founded in 2017 but implemented in the chain in October 2022. Data collection was systematic and continuous through processes of observation, description, comprehension and the attribution of meaning. Despite being more subjective than a quantitative methodology, it was better to follow a more qualitative path given the practical nature associated with a curricular internship. In terms of results, the theory is applied in practice because, given the amount of up-todate material on the subject, the views of different authors ended up being activated in favour of more efficient and innovative management. In this way, it can be concluded that recognizing premium as a field that is different from others (especially luxury) can be translated into an objective definition of a brand's value proposition, as well as an increase/ maintenance of its value, an efficient notion of strategies that effectively show a return and a more constant process of customer loyalty. All of this is aimed at audiences looking for products that combine functional aspects of the offer with emotional and psychological qualities associated with purchasing acts.
This study, carried out as part of my internship at Perfumes&Companhia, aims to highlight the main differences between the management of premium brands and all other brand categories. The focus is more specific when an objective comparative analysis is made between premium brands and luxury brands, as it was considered relevant to highlight the points that separate them in order to avoid any confusion between the two, since this analysis can enable a more effective strategy for segmenting the target audience and differentiating the offer. Therefore, the starting point is, in its most pragmatic sense, the characteristics of this group of brands. The methodology chosen was a case study of Perfumes&Companhia, with special emphasis on Unicskin, a premium brand founded in 2017 but implemented in the chain in October 2022. Data collection was systematic and continuous through processes of observation, description, comprehension and the attribution of meaning. Despite being more subjective than a quantitative methodology, it was better to follow a more qualitative path given the practical nature associated with a curricular internship. In terms of results, the theory is applied in practice because, given the amount of up-todate material on the subject, the views of different authors ended up being activated in favour of more efficient and innovative management. In this way, it can be concluded that recognizing premium as a field that is different from others (especially luxury) can be translated into an objective definition of a brand's value proposition, as well as an increase/ maintenance of its value, an efficient notion of strategies that effectively show a return and a more constant process of customer loyalty. All of this is aimed at audiences looking for products that combine functional aspects of the offer with emotional and psychological qualities associated with purchasing acts.
Descrição
Mestrado Bolonha em Ciências Empresariais
Palavras-chave
gestão de marca valor de marca imagem de marca comportamento do consumidor premium brand management brand value brand image consumer behaviour premium
Contexto Educativo
Citação
Monteiro, Clarisse Maria de Castro (2023). “A gestão de marca no setor dermocosmético : o caso da Perfumes&Companhia”. Dissertação de Mestrado. Universidade de Lisboa. Instituto Superior de Economia e Gestão
Editora
Instituto Superior de Economia e Gestão