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Entre talhas e tradição : plano de marketing para a gerações da talha
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O presente estudo tem como objetivo desenvolver um plano de marketing para a Adega Gerações da Talha, localizada na Vila de Frades, produtora de vinho de talha. Este vinho distingue-se pelo seu processo ancestral e pela forte ligação ao património cultural alentejano. A investigação assume relevância académica e empresarial, ao explorar estratégias para posicionar um produto de nicho num mercado competitivo e sensível à autenticidade e tradição. A metodologia adotada combinou dois métodos de recolha de dados: um questionário online, que obteve 339 respostas válidas, e entrevistas semiestruturadas. Esta abordagem permitiu uma análise complementar, integrando perceções quantitativas e qualitativas sobre o comportamento do consumidor e o posicionamento da marca. Os resultados revelam que autenticidade, a tradição familiar e a produção artesanal são altamente valorizadas pelos consumidores. Mesmo entre os que não conheciam a marca, a perceção positiva aumentou após contacto com a sua história e identidade visual. No grupo que já conhecia a Gerações da Talha, destaca-se a valorização da produção, da herança cultural e da confiança no método tradicional. Verificou-se que a marca apresenta potencial de crescimento num mercado sensível a valores culturais, embora o estudo apresente limitações, como a amostra pouco representativa. Futuras investigações poderão explorar outros segmentos e dados de compra real. Este trabalho oferece contributos relevantes para marcas que procurem diferenciar-se pela ligação ao território e à autenticidade.
The present study aims to develop a marketing plan for Adega Gerações da Talha, located in Vila de Frades, a producer of talha wine. This wine is distinguished by its ancestral process and strong connection to the cultural heritage of Alentejo. The research is relevant both academically and commercially, as it explores strategies for positioning a niche product in a competitive market that is sensitive to authenticity and tradition. The methodology adopted combined two data collection methods: an online questionnaire, which gathered 339 valid responses, and semi-structured interviews. This approach enabled a complementary analysis, integrating both quantitative and qualitative insights into consumer behavior and brand positioning. The results reveal that authenticity, family tradition and artisanal production are highly valued by consumers. Even among those who were not familiar with the brand, positive perception increased after contact with its history and visual identity. In the group that was already familiar with Gerações da Talha, the appreciation of production, cultural heritage and trust in the traditional method stands out. It was found that the brand has growth potential in a market sensitive to cultural values, although the study has limitations, such as the unrepresentative sample. Future research could explore other segments and actual purchase data. This work offers relevant contributions to brands seeking to differentiate themselves through their connection to the territory and authenticity.
The present study aims to develop a marketing plan for Adega Gerações da Talha, located in Vila de Frades, a producer of talha wine. This wine is distinguished by its ancestral process and strong connection to the cultural heritage of Alentejo. The research is relevant both academically and commercially, as it explores strategies for positioning a niche product in a competitive market that is sensitive to authenticity and tradition. The methodology adopted combined two data collection methods: an online questionnaire, which gathered 339 valid responses, and semi-structured interviews. This approach enabled a complementary analysis, integrating both quantitative and qualitative insights into consumer behavior and brand positioning. The results reveal that authenticity, family tradition and artisanal production are highly valued by consumers. Even among those who were not familiar with the brand, positive perception increased after contact with its history and visual identity. In the group that was already familiar with Gerações da Talha, the appreciation of production, cultural heritage and trust in the traditional method stands out. It was found that the brand has growth potential in a market sensitive to cultural values, although the study has limitations, such as the unrepresentative sample. Future research could explore other segments and actual purchase data. This work offers relevant contributions to brands seeking to differentiate themselves through their connection to the territory and authenticity.
Descrição
Trabalho Final de Mestrado, Marketing, ISEG, 2025.
Palavras-chave
Niche Marketing Talha Wine Authenticity Tradition Consumer Behaviour Marketing de Nicho Vinho de Talha Autenticidade Tradição Comportamento do Consumidor