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Publicação
Plano de marketing Equidog : 2º semestre 2010
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| Documento principal | 401.29 KB | Adobe PDF | ||
| Anexo I | 21 KB | Adobe PDF | ||
| Anexo II | 14.5 KB | Adobe PDF |
Orientador(es)
Resumo(s)
O trabalho projecto consiste na elaboração de um plano de marketing para a Petshop Equidog, A Equidog é uma One Stop Shop que se distingue pelo facto de reunir num espaço único, inovador e dinâmico - uma Pethsop, serviços de estética canina e felina e artigos destinados ao mundo equestre. O plano de marketing realizado tem como principais objectivos, aumentar a notoriedade da marca, o volume de vendas, a margem bruta, o número de visitas à loja e o número de clientes fidelizados, através de uma forte aposta na comunicação, criando assim associações fortes, favoráveis e únicas na mente do cliente. O plano é composto por sete pontos sendo estes, análise do ambiente interno e externo, compreensão dos mercados e dos compradores, segmentação, targeting e posicionamento, objectivos do plano e suporte de marketing, desenvolvimento do marketing mix e por último planeamento e medição da performance. A comunicação assumirá um papel de extrema importância, pois será a base para o alcançar dos objectivos definidos e para a Equidog ocupar um lugar único no mindset do cliente.
This project consists on the development of a marketing plan for the Equidog Petshop. Equidog is a One Stop Shop which distinguishes itself by comprising in one unique, innovative and dynamic space - the Petshop, both canine and feline aesthetics services and articles for the equestrian world. The objectives of the marketing plan are followed in order to increase a brand's awareness, sales volume, gross margins, number of visits to the store and the number of loyal customers, through a strong commitment to communication, thereby creating strong, positive and unique associations in the mind of the customers. The plan consists on seven distinct points. They are analysis of internal and external environment, understanding the markets and their respective costumers, segmentation, targeting and positioning, objectives of the plan and marketing support, development of the marketing mix and finally, planning and measuring performance. Promotion will play a paramount role, for it will be the basis for achieving the objectives and ascend the Equidog brand to a place where it occupies a unique place in the mindset of the customer.
This project consists on the development of a marketing plan for the Equidog Petshop. Equidog is a One Stop Shop which distinguishes itself by comprising in one unique, innovative and dynamic space - the Petshop, both canine and feline aesthetics services and articles for the equestrian world. The objectives of the marketing plan are followed in order to increase a brand's awareness, sales volume, gross margins, number of visits to the store and the number of loyal customers, through a strong commitment to communication, thereby creating strong, positive and unique associations in the mind of the customers. The plan consists on seven distinct points. They are analysis of internal and external environment, understanding the markets and their respective costumers, segmentation, targeting and positioning, objectives of the plan and marketing support, development of the marketing mix and finally, planning and measuring performance. Promotion will play a paramount role, for it will be the basis for achieving the objectives and ascend the Equidog brand to a place where it occupies a unique place in the mindset of the customer.
Descrição
Mestrado em Marketing
Palavras-chave
Plano marketing Equidog Pet Equestre grooming Plan marketing equestrian
Contexto Educativo
Citação
Costa, Vera de Oliveira Fernandes Ferraz da. 2010. "Plano de marketing Equidog : 2º semestre 2010". Dissertação de Mestrado. Universidade Técnica de Lisboa. Instituto Superior de Economia e Gestão
Editora
Instituto Superior de Economia e Gestão