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Plano de marketing para Heinecken no Mercado out of Home do Grande Porto
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Este Trabalho Final de Mestrado apresenta um plano de marketing para a marca Heineken no mercado out of home do grande Porto com os objetivos principais de conquistar quota de mercado e aumentar a notoriedade da marca Heineken no referido.
Para o processo de elaboração deste projeto, foi adotada uma abordagem mista, dedutiva e indutiva, e utilizada a action research (pesquisa ativa) como metodologia adequada à realização da auditoria de marketing ao mercado e à empresa para recolher informação.
Neste projeto verifica-se que a cerveja Heineken não é a primeira escolha do consumidor no mercado em análise e conclui-se que isso se deve não só à concorrência e densidade do mercado, mas também a baixos níveis de comunicação, preço elevado e falta de distribuição. A principal vantagem competitiva da marca assenta na variável de produto, principalmente na sua qualidade e design.
Assim, este projeto apresenta táticas de marketing que potenciam as variáveis de marketing mix da marca no mercado supracitado, que com a sua efetiva implementação, monitorização e controlo, visam dar resposta aos objetivos de marketing definidos.
This Master's Degree Final Work presents a marketing plan for the Heineken brand in the out of home market of Porto with the main objetives of gaining market share and increase awareness of the Heineken brand in the market out of home of Porto. The development of this project is based on a mixed approach, deductive and inductive, and used the action research as the appropriate methodology to conduct the marketing audit about the market and the company, in order to gather information. In this project, it may be concluded that the Heineken is not the first consumer choice in the analyzed market and concluded that this is due not only to competition and density of the market, but also to low levels of communication, high price and lack of distribution. The main competitive advantage of the brand is based on the product marketing-mix variable, especially in quality and design. Therefore, this project presents a combination of marketing tactics that enhance the brand's marketing mix variables in the analyzed market. Through its effective implementation, monitoring and control, these tactics will ensure that the marketing goals are successfully achieved.
This Master's Degree Final Work presents a marketing plan for the Heineken brand in the out of home market of Porto with the main objetives of gaining market share and increase awareness of the Heineken brand in the market out of home of Porto. The development of this project is based on a mixed approach, deductive and inductive, and used the action research as the appropriate methodology to conduct the marketing audit about the market and the company, in order to gather information. In this project, it may be concluded that the Heineken is not the first consumer choice in the analyzed market and concluded that this is due not only to competition and density of the market, but also to low levels of communication, high price and lack of distribution. The main competitive advantage of the brand is based on the product marketing-mix variable, especially in quality and design. Therefore, this project presents a combination of marketing tactics that enhance the brand's marketing mix variables in the analyzed market. Through its effective implementation, monitoring and control, these tactics will ensure that the marketing goals are successfully achieved.
Descrição
Mestrado em Marketing
Palavras-chave
Plano de Marketing Valor de Marca Notoriedade de Marca Action Research Marketing-Mix, Estratégias de Marketing Marketing Plan Brand Equity Brand Awareness Marketing Strategies
Contexto Educativo
Citação
Prata, Sofia Alves (2015). "Plano de marketing para Heinecken no Mercado out of Home do Grande Porto". Dissertação de Mestrado, Universidade de Lisboa. Instituto Superior de Economia e Gestão.
Editora
Instituto Superior de Economia e Gestão