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Plano de marketing para o vinho em copo "Split"
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Orientador(es)
Resumo(s)
Este projeto tem como objetivo desenvolver um plano de marketing para a Split, um produto inovador na indústria do vinho que permite um consumo prático, num formato totalmente reciclável, inquebrável e portátil para locais onde o consumo é legalmente proibido ou dificultado por razões logísticas. O enfoque deste plano está na identificação do target da marca, na possibilidade de se implementar uma estratégia de co-branding e, por último, identificar novos canais de distribuição.
A metodologia utilizada foi o Action Research o que permitiu uma relação de proximidade com a empresa. Simultaneamente, foram recolhidos dados primários e secundários. Numa primeira fase, foi concebida uma entrevista a um colaborador da empresa Vinko e, posteriormente, realizou-se um inquérito para identificar o target, através da segmentação por estilo de vida de Trent & Bruwer (2003). O inquérito foi também utilizado para responder às questões de investigação referentes à estratégia de co-branding e aos novos canais de distribuição. Por último, foi desenvolvido um focus group com enfoque no target da marca e na identificação de novos pontos de venda.
Conclui-se que o target da marca é o Enjoyment oriented, social wine drinker, e que o co-branding é uma estratégia a aplicar com outras marcas de vinho também identificadas. A nível de canais de distribuição, foram propostos pelo target novos pontos de venda: festivais, restauração em mercados e bares.
O desenvolvimento deste plano considerou as ameaças e oportunidades do mercado nacional e as ações propostas estão em consonância com o novo posicionamento: SplitWine, Split the moment!
The main goal of this project is to develop a marketing plan for Split - an innovative product that allows a practical consumption of wine in a fully recyclable, unbreakable and portable format for places where consumption is legally forbidden or, due to logistics, becomes difficult. This plan focuses on the identification of the brand target, the possibility of implementing a co-branding strategy and, finally, on identifying new distribution channels. The leading methodology used for this project was Action Research, which allowed a closer relationship with the company. Both primary and secondary data were collected simultaneously. At a first stage, an interview to a Vinko employee was carried out and after, it was developed a survey, not only to identify the Split target, based on Trent & Bruwer (2003) lifestyle segmentation, but also to answer research questions related with co-branding strategy and new distribution channels. Finally, it was developed a focus group focusing on the brand target and new points of sale. To sum up, one could conclude that the brand target is Enjoyment oriented, social wine drinker and that co-branding is a strategy that should be applied with other wine brands, also identified. For distribution channels, points of purchase were also proposed by the target which vary between bars, restaurants in refurbished markets and festivals. Note that the development of this marketing plan took into account domestic market threats and opportunities, and that the proposed actions are in line with the new positioning: SplitWine, Split the moment!
The main goal of this project is to develop a marketing plan for Split - an innovative product that allows a practical consumption of wine in a fully recyclable, unbreakable and portable format for places where consumption is legally forbidden or, due to logistics, becomes difficult. This plan focuses on the identification of the brand target, the possibility of implementing a co-branding strategy and, finally, on identifying new distribution channels. The leading methodology used for this project was Action Research, which allowed a closer relationship with the company. Both primary and secondary data were collected simultaneously. At a first stage, an interview to a Vinko employee was carried out and after, it was developed a survey, not only to identify the Split target, based on Trent & Bruwer (2003) lifestyle segmentation, but also to answer research questions related with co-branding strategy and new distribution channels. Finally, it was developed a focus group focusing on the brand target and new points of sale. To sum up, one could conclude that the brand target is Enjoyment oriented, social wine drinker and that co-branding is a strategy that should be applied with other wine brands, also identified. For distribution channels, points of purchase were also proposed by the target which vary between bars, restaurants in refurbished markets and festivals. Note that the development of this marketing plan took into account domestic market threats and opportunities, and that the proposed actions are in line with the new positioning: SplitWine, Split the moment!
Descrição
Mestrado em Marketing
Palavras-chave
Vinho Co-branding Segmentação Target Estilo de vida Action Research Marketing Mix Wine Segmentation Lifestyle
Contexto Educativo
Citação
Pereira, Marta Bustorff Dornellas Azevedo (2015). "Plano de marketing para o vinho em copo "Split"". Dissertação de Mestrado, Universidade de Lisboa. Instituto Superior de Economia e Gestão.
Editora
Instituto Superior de Economia e Gestão