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Plano de Marketing: captação e fidelização de clientes do Restaurante "We Poke"
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O objetivo deste projeto foi desenvolver um plano de marketing para o restaurante We Poke, localizado no centro de Lisboa, especificamente na praça de restauração do centro comercial Armazéns do Chiado, cujo conceito é a culinária havaiana.
Na revisão da literatura foram abordados os temas marketing, captação e fidelização de cliente, marketing relacional, plano de marketing e fases do plano de marketing.
Na pesquisa primária, foi aplicado um questionário quantitativo para identificar o perfil e os hábitos do consumidor e entrevistas em profundidade, com um especialista na restauração e dois clientes recorrentes do restaurante. Na pesquisa secundária, foram utilizadas fontes bibliográficas e informações internas do We Poke.
Com a chegada do novo Coronavírus, nomeado Covid-19, todos ficaram expostos a uma nova realidade, o que levou muitos indivíduos a questionarem as prioridades, os hábitos e, ainda, rever atividades que, antes, eram consideradas primordiais, mas, percebeu-se que era possível viver sem elas. Além desse fato, com a pandemia, muitos foram impactados pela crise da saúde pública e económica, o que fez setores de alto índice de crescimento estagnar ou entrar em declínio, como, por exemplo, o setor do turismo e da restauração, que estão entre os mais impactados negativamente.
O projeto finaliza-se com as estratégias para recuperar o faturamento, captar e fidelizar clientes. Todas as estratégias acompanham a viabilidade económica, sendo, assim, possível identificar a evolução da saúde financeira do restaurante para os próximos 12 meses.
The objective of this project was to develop a marketing plan for the We Poke restaurant, located in the center of Lisbon, specifically in the food curt of the Armazens do Chiado shopping center, whose concept is Hawaiian cuisine. In the literature review, the topics of marketing, customer acquisition and loyalty, relational marketing, marketing plan and phases of the marketing plan. In the primary research, a quantitative questionnaire was applied to identify the profile and habits of the consumer and in-depth interviews, with a specialist in the restaurant and two recurring customers of the restaurant. In the secondary research, bibliographic sources and internal information from We Poke were used. With the arrival of the new Coronavirus, named Covid-19, everyone was exposed to a new reality, which led many individuals to question priorities, habits and, still, to review activities that, before, were considered essential, but, we noticed if it was possible to live without them. In addition to this fact, with the pandemic, many were impacted by the public and economic health crisis, which caused sectors of high growth rate to stagnate or go into decline, such as, for example, the tourism and catering sector, which are among the most negatively impacted. The project ends with strategies to recover revenue, attract and retain customers. All strategies follow economic viability, making it possible to identify the evolution of the restaurant's financial health for the next 12 months.
The objective of this project was to develop a marketing plan for the We Poke restaurant, located in the center of Lisbon, specifically in the food curt of the Armazens do Chiado shopping center, whose concept is Hawaiian cuisine. In the literature review, the topics of marketing, customer acquisition and loyalty, relational marketing, marketing plan and phases of the marketing plan. In the primary research, a quantitative questionnaire was applied to identify the profile and habits of the consumer and in-depth interviews, with a specialist in the restaurant and two recurring customers of the restaurant. In the secondary research, bibliographic sources and internal information from We Poke were used. With the arrival of the new Coronavirus, named Covid-19, everyone was exposed to a new reality, which led many individuals to question priorities, habits and, still, to review activities that, before, were considered essential, but, we noticed if it was possible to live without them. In addition to this fact, with the pandemic, many were impacted by the public and economic health crisis, which caused sectors of high growth rate to stagnate or go into decline, such as, for example, the tourism and catering sector, which are among the most negatively impacted. The project ends with strategies to recover revenue, attract and retain customers. All strategies follow economic viability, making it possible to identify the evolution of the restaurant's financial health for the next 12 months.
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Palavras-chave
Marketing Relacional Restauração Fidelização de clientes Captação de clientes