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Advisor(s)
Abstract(s)
Apesar da Comunicação Integrada de Marketing (CIM) ser um conceito ainda em consolidação, a sua importância tem vindo a ser reconhecida para as empresas.
Neste projeto optou-se por adotar o modelo conceptual de Clow and Baack (2012) para elaborar o plano de CIM, visto ter uma estruturada simplificada e coerente em relação aos objetivos da equipa da Martroia. A empresa não está familiarizada com a área de Comunicação & Marketing (C&M) e este projeto deverá ser implementado como um suporte guia na área de modo a trazer benefícios à empresa.
Pretende-se que a sua implementação incida nos seguintes objetivos: (1) aumentar o volume de vendas, (2) aumentar a notoriedade da marca, (3) fortalecer a imagem e identidade da marca, (4) atrair novos clientes e (5) fidelizar os clientes.
Com vista ao cumprimento destes objetivos foi desenhada uma estratégia em que se definiu a segmentação, o target e o posicionamento pretendido e foram definidas várias ações nas áreas de atuação de comunicação interna, comunicação online, publicidade, eventos, parcerias, media, promoções, branding, comunidade local, experience marketing e responsabilidade social.
In spite of Integrated Communication Marketing being a concept still in consolidation, its importance has been recognized as a strategic plan for the companies. In this project, it was decided to adopt Clow and Baack’s (2012) conceptual model to draw up the integrated communication marketing plan, having a simplified and coherent structure in relation to Martroia team’s goals. The company is not acquainted with Communication & Marketing area and this project should be implemented as a support guide bringing benefits to the company. It is intended that its implementation focus the following goals: (1) increase sales volume, (2) increase brand awareness, (3) strengthen brand’s image and identity, (4) attract new customers and (5) bring costumers loyalty. With the will to comply with these goals, a strategy was designed focusing the segmentation, the target and wanted positioning, and several actions were defined in action areas of internal communication, online communication, events, partnerships, promotions, branding, local community, media, experience mad responsibility.and social
In spite of Integrated Communication Marketing being a concept still in consolidation, its importance has been recognized as a strategic plan for the companies. In this project, it was decided to adopt Clow and Baack’s (2012) conceptual model to draw up the integrated communication marketing plan, having a simplified and coherent structure in relation to Martroia team’s goals. The company is not acquainted with Communication & Marketing area and this project should be implemented as a support guide bringing benefits to the company. It is intended that its implementation focus the following goals: (1) increase sales volume, (2) increase brand awareness, (3) strengthen brand’s image and identity, (4) attract new customers and (5) bring costumers loyalty. With the will to comply with these goals, a strategy was designed focusing the segmentation, the target and wanted positioning, and several actions were defined in action areas of internal communication, online communication, events, partnerships, promotions, branding, local community, media, experience mad responsibility.and social
Description
Mestrado Bolonha em Marketing
Keywords
Comunicação integrada de marketing Plano de comunicação integrada de marketing Notoriedade da marca
Pedagogical Context
Citation
Monteiro, Maria Teresa de Almeida Campos Taborda (2015). “Planeamento em comunicação integrada de marketing: plano de comunicação integrada de marketing para a marca Martroia”. Dissertação de Mestrado. Universidade de Lisboa. Instituto Superior de Economia e Gestão
Publisher
Instituto Superior de Economia e Gestão