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Publication
E-Commerce: plano de comunicação integrada de marketing para a marca Betrend
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 1.63 MB | Adobe PDF |
Advisor(s)
Abstract(s)
O mundo está cada vez mais digital e interativo. A celeridade
tecnológica e a digitalização dos últimos anos têm alterado o
comportamento dos consumidores, bem como os seus hábitos de
compra. Com isso, o e-commerce foi e continua a ser um canal
fundamental no mercado do retalho que permanece em crescimento,
prevendo-se uma evolução contínua do mesmo.
Ciente desta importância, o Grupo Brodheim tem decidido investir na
Betrend, uma marca que nasceu como uma alternativa num momento
de crise, que irá acompanhar este mercado e marcar presença no
mundo online.
No sentido de auxiliar o Grupo, este projeto profissional tem como
objetivo principal desenvolver um plano de comunicação integrada de
marketing para a marca Betrend.
Sendo a comunicação fulcral para o sucesso de uma organização,
para a elaboração deste projeto foi utilizada uma abordagem
metodológica de projeto, baseando a recolha de dados em fontes
secundárias. As ações propostas foram desenvolvidas para serem
implementadas desde novembro de 2022 a junho de 2023, e espera-se
que se implementadas corretamente todas as ações, os objetivos sejam
atingidos, que passam pelo aumento da notoriedade da marca no
mercado e um aumento no número de clientes no website.
The world is increasingly digital and interactive. The technological speed and digitalization of recent years have changed the behavior of consumers, as well as their buying habits. As a result, e-commerce has been and continues to be a key channel in the retail market that continues to grow and is expected to continue to evolve. Aware of this importance, the Brodheim Group has decided to invest in Betrend, a brand that was born as an alternative in a moment of crisis, which will accompany this market and mark its presence in the online world. In order to help the Group, this professional project aims to develop an integrated marketing communication plan for the Betrend brand. As communication is central to the success of an organization, a project methodological approach was used to develop this project, basing data collection on secondary sources. The proposed actions were developed to be implemented from November 2022 to June 2023, and it is expected that, if all actions are correctly implemented, the objectives will be achieved, which include an increase in brand awareness in the market and an increase in the number of customers on the website.
The world is increasingly digital and interactive. The technological speed and digitalization of recent years have changed the behavior of consumers, as well as their buying habits. As a result, e-commerce has been and continues to be a key channel in the retail market that continues to grow and is expected to continue to evolve. Aware of this importance, the Brodheim Group has decided to invest in Betrend, a brand that was born as an alternative in a moment of crisis, which will accompany this market and mark its presence in the online world. In order to help the Group, this professional project aims to develop an integrated marketing communication plan for the Betrend brand. As communication is central to the success of an organization, a project methodological approach was used to develop this project, basing data collection on secondary sources. The proposed actions were developed to be implemented from November 2022 to June 2023, and it is expected that, if all actions are correctly implemented, the objectives will be achieved, which include an increase in brand awareness in the market and an increase in the number of customers on the website.
Description
Keywords
Comunicação integrada de marketing E-commerce Moda Betrend