A carregar...
Publicação
Planeamento em comunicação integrada de marketing : elaboração de plano de comunicação de marketing para a empresa Zomato
| Nome: | Descrição: | Tamanho: | Formato: | |
|---|---|---|---|---|
| 739.02 KB | Adobe PDF |
Autores
Orientador(es)
Resumo(s)
Este trabalho de projecto é um Plano de Comunicação Integrada de Marketing para a empresa Zomato, uma plataforma online de descoberta de restaurantes presente actualmente em 22 países. Este plano constitui uma ferramenta de planeamento e operacionalização indispensável para a gestão integrada da comunicação de uma organização. O mercado alvo deste projecto será o da Grande Lisboa e para sua elaboração foi adoptado o modelo conceptual de Clow e Baack (2011). O estudo qualitativo efectuado teve a action research como estratégia de investigação. Procedeu-se à recolha de dados primários, através de um questionário online, e de uma entrevista semi estruturada ao country manager da Zomato Portugal, Miguel Ribeiro. A restante informação necessária para a elaboração do plano foi obtida através da recolha de dados secundários. Com os dados obtidos foi possível elaborar diversas análises (interna, externa, de posicionamento e de comunicação da concorrência) e definir objectivos, segmentação, público-alvo e posicionamento desejado. Foram seleccionadas as seguintes áreas de actuação: comunicação do serviço, comunicação com media, comunicação online, eventos, parcerias e responsabilidade social. O plano tático a implementar no espaço de um ano, foi elaborado de forma a atingir os objetivos propostos. Foram ainda previstos métodos de avaliação e controlo.
This project is a Marketing's Integrated Communication Plan for Zomato, an online platform for restaurant search and discovery, currently present in 22 countries. This plan represents a planning and organization tool, essential to any organization?s integrated communication management. The target market for this project is the area of Greater Lisbon and for its execution the conceptual model of Clow and Baack (2011) was adopted. The qualitative study performed had action research as its research strategy. Primary data collection was obtained through an online survey and a semi-structured interview to Zomato Portugal's Country Manager, Miguel Ribeiro. The remaining information needed for this work plan was obtained through secondary data collection. With the collected data, it was possible to develop several analysis (internal, external, positioning and competitor's communication) and define goals, segmentation, target-audience and desired positioning. The following fields of action were selected: service's communication, media communication, online communication, events, partnerships and social responsibility. The tactical plan, to implement within a year, was developed in such a way as to meet the proposed objectives. Methods of evaluation and control were also presented.
This project is a Marketing's Integrated Communication Plan for Zomato, an online platform for restaurant search and discovery, currently present in 22 countries. This plan represents a planning and organization tool, essential to any organization?s integrated communication management. The target market for this project is the area of Greater Lisbon and for its execution the conceptual model of Clow and Baack (2011) was adopted. The qualitative study performed had action research as its research strategy. Primary data collection was obtained through an online survey and a semi-structured interview to Zomato Portugal's Country Manager, Miguel Ribeiro. The remaining information needed for this work plan was obtained through secondary data collection. With the collected data, it was possible to develop several analysis (internal, external, positioning and competitor's communication) and define goals, segmentation, target-audience and desired positioning. The following fields of action were selected: service's communication, media communication, online communication, events, partnerships and social responsibility. The tactical plan, to implement within a year, was developed in such a way as to meet the proposed objectives. Methods of evaluation and control were also presented.
Descrição
Mestrado em Marketing
Palavras-chave
Comunicação integrada de marketing plano de comunicação integrada de marketing online restauração Lisboa marketing's integrated communication marketing's integrated communication plan restaurant industry Lisbon
Contexto Educativo
Citação
Poças, Inês Fernandes (2015). "Planeamento em comunicação integrada de marketing : elaboração de plano de comunicação de marketing para a empresa Zomato". Dissertação de Mestrado, Universidade de Lisboa. Instituto Superior de Economia e Gestão.
Editora
Instituto Superior de Economia e Gestão