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Plano de comunicação integrada de marketing para a empresa Order2Party
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Este trabalho tem como objetivo a elaboração um Plano de Comunicação Integrada de Marketing (CIM) para a empresa de artigos de festa e organização de eventos, Order2Party. Por isso, a literatura que o suporta prende-se com a CIM, o seu planeamento e o contexto de desenvolvimento da mesma em ambiente digital e de e-commerce. Este plano pretende aumentar a notoriedade da marca e contribuir para melhorar a sua performance de vendas, aplicando as ferramentas de comunicação necessárias para trabalhar o seu posicionamento desejado. É um estudo descritivo, cross-sectional e a metodologia utilizada para a elaboração deste plano inspirou-se na estratégia de action research. O estudo utilizou métodos mistos, que incluíram entrevistas semiestruturadas, um questionário e um focus group. A recolha de dados primários foi complementada com uma recolha de dados secundários e ambas serviram de ponto de partida para a estratégia de comunicação proposta. Este plano inclui 7 áreas de atuação, integrando diversas táticas e formas de avaliação específicas.
Os resultados obtidos permitiram concluir que o canal digital mais utilizado é a rede social Instagram e que por isso deve ser usado como a principal ferramenta de comunicação da organização e que é fulcral que a notoriedade da marca seja melhorada.
This project is an Integrated Marketing Communications Plan (IMC) for the company of party articles and event organization, Order2Party. Therefore, the literature that supports it includes the topics of IMC, its planning and the context of its development in a digital and e-commerce environment. This plan aims to increase brand awareness and contribute to improving its brand sales performance, applying the necessary communication tools to work on its desired positioning. It is a descriptive, cross-sectional study and the methodology used to prepare this plan was inspired by the action research strategy. The study used mixed methods, that included semi-structured interviews, a questionnaire, and a focus group. The collection of primary data was complemented with a collection of secondary data, and both served as a starting point for the proposed communication strategy. This plan includes 7 areas of action, integrating different tactics and specific forms of assessment. The results obtained led to the conclusion that the most used digital channel is the social network Instagram and that it should therefore be used as the organization’s main communication tool and that the brand awareness must be improved.
This project is an Integrated Marketing Communications Plan (IMC) for the company of party articles and event organization, Order2Party. Therefore, the literature that supports it includes the topics of IMC, its planning and the context of its development in a digital and e-commerce environment. This plan aims to increase brand awareness and contribute to improving its brand sales performance, applying the necessary communication tools to work on its desired positioning. It is a descriptive, cross-sectional study and the methodology used to prepare this plan was inspired by the action research strategy. The study used mixed methods, that included semi-structured interviews, a questionnaire, and a focus group. The collection of primary data was complemented with a collection of secondary data, and both served as a starting point for the proposed communication strategy. This plan includes 7 areas of action, integrating different tactics and specific forms of assessment. The results obtained led to the conclusion that the most used digital channel is the social network Instagram and that it should therefore be used as the organization’s main communication tool and that the brand awareness must be improved.
Descrição
Mestrado Bolonha em Marketing
Palavras-chave
Integrated Marketing Communication Integrated Marketing Communication Plan Digital Communication E-Commerce Consumer Decision Journey Comunicação Integrada de Marketing Plano de Comunicação Integrada de Marketing Comunicação Digital
Contexto Educativo
Citação
Santos, Mónica Nunes (2021). “Plano de comunicação integrada de marketing para a empresa Order2Party”. Dissertação de Mestrado. Universidade de Lisboa. Instituto Superior de Economia e Gestão
Editora
Instituto Superior de Economia e Gestão