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Authors
Advisor(s)
Abstract(s)
O presente projeto tem como propósito elaborar um Plano de Marketing para a marca portuguesa de surfwear Oslo. O plano tem como relevância aumentar a notoriedade da marca, inclusive no universo digital, melhorar a coleção para o género feminino e contribuir para o seu crescimento contínuo.
Para tal, foi construída uma entrevista semiestruturada à COO da marca e à Responsável de Comunicação. Também, foi realizado um inquérito por questionário online para os consumidores em geral. A investigação usa o método misto, através da abordagem de dados qualitativos (entrevista semiestruturada) e dados quantitativos (inquérito por questionário), de forma sequencial exploratória (qualitativa seguida de quantitativa).
Através destas investigações, foram identificados como principais desafios para a marca a definição e construção da linha de mulher e a sua notoriedade e interação nas redes sociais. No inquérito por questionário, foi possível concluir a falta de notoriedade da Oslo, inclusive no universo digital. Para ultrapassar estes desafios, definiu-se a construção de um estudo de mercado com foco no género feminino, que até agora não foi realizado. Para o crescimento da notoriedade, nomeadamente no digital, o plano foca-se em táticas de promoção com eventos, influencers, um maior trabalho e inovação ao nível de conteúdos partilhados e a sua frequência, expansão no digital e maior investimento em diferentes formas de publicidade.
Destaca-se a necessidade de uma maior aposta em criação de literatura que aborde o mercado de surfwear, inclusive em Portugal, tendo em conta as características geográficas e territoriais do país propícias para o mercado do surf e a existência de marcas portuguesas de surfwear. Também, é necessário o investimento em estudos de mercado sobre o surf e o mercado de surfwear, analisando componentes sociais, psicológicas, ambientais e económicas.
The purpose of this project is to draw up a Marketing Plan for the Portuguese surfwear brand Oslo. The plan aims to increase the brand's awareness, including in the digital world, improve the collection for women and contribute to its continued growth. To this end, a semi-structured interview was conducted with the brand's COO and Communications Manager. An online questionnaire survey was also carried out for consumers in general. The research is a mixed-method, using qualitative data (semi-structured interviews) and quantitative data (questionnaire surveys) in an exploratory sequential manner (qualitative followed by quantitative). Through these investigations, the main challenges for the brand were identified as the definition and construction of the women's line and its notoriety and interaction on social networks. The questionnaire survey revealed Oslo's lack of awareness, even in the digital world. To overcome these challenges, it was decided to carry out a market study focusing on the female gender, which has not yet been carried out. To increase awareness, particularly in the digital sphere, the plan focuses on promotion tactics with events, influencers, greater work and innovation in terms of shared content and its frequency, digital expansion and greater investment in different forms of advertising. There is a need to invest more in the creation of literature on the surfwear market, including in Portugal, considering the country's geographical and territorial characteristics which are conducive to the surfing market and the existence of Portuguese surfwear brands. There is also a need to invest in market studies on surfing and the surfwear market, analyzing social, psychological, environmental and economic components.
The purpose of this project is to draw up a Marketing Plan for the Portuguese surfwear brand Oslo. The plan aims to increase the brand's awareness, including in the digital world, improve the collection for women and contribute to its continued growth. To this end, a semi-structured interview was conducted with the brand's COO and Communications Manager. An online questionnaire survey was also carried out for consumers in general. The research is a mixed-method, using qualitative data (semi-structured interviews) and quantitative data (questionnaire surveys) in an exploratory sequential manner (qualitative followed by quantitative). Through these investigations, the main challenges for the brand were identified as the definition and construction of the women's line and its notoriety and interaction on social networks. The questionnaire survey revealed Oslo's lack of awareness, even in the digital world. To overcome these challenges, it was decided to carry out a market study focusing on the female gender, which has not yet been carried out. To increase awareness, particularly in the digital sphere, the plan focuses on promotion tactics with events, influencers, greater work and innovation in terms of shared content and its frequency, digital expansion and greater investment in different forms of advertising. There is a need to invest more in the creation of literature on the surfwear market, including in Portugal, considering the country's geographical and territorial characteristics which are conducive to the surfing market and the existence of Portuguese surfwear brands. There is also a need to invest in market studies on surfing and the surfwear market, analyzing social, psychological, environmental and economic components.
Description
Mestrado Bolonha em Marketing
Keywords
Plano de Marketing Marketing-Mix Surf Surfwear Marca Portuguesa Marketing Plan Marketing-Mix Surf Surfwear Portuguese Brand
Pedagogical Context
Citation
Gomes, Rafaela Camacho da Cruz (2024). “Plano de marketing para a marca Oslo”. Dissertação de Mestrado. Universidade de Lisboa. Instituto Superior de Economia e Gestão
Publisher
Instituto Superior de Economia e Gestão