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Publication
Criação de marca para a comercialização de produtos de cosmética natural: NATURA COSMETICS
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Advisor(s)
Abstract(s)
Nos últimos anos, tem-se assistido a uma crescente consciencialização por parte da sociedade de que é necessário uma alteração profunda no nosso modo de vida de forma a conseguir responder aos desafios colocados pelas rápidas alterações ambientais tais como o aquecimento global. Neste contexto o Acordo de Paris de 2015 representou um virar de página nas políticas ambientais, com os países aderentes a comprometerem-se com a implementação de um conjunto de medidas que visam promover o desenvolvimento sustentável do mesmo.
A cosmética não tem sido alheia à tendência tendo-se vindo a assistir a alterações graduais de forma a que seja possível a criação de produtos cada vez mais sustentáveis em todo o seu ciclo de vida, neste contexto pareceu-me que seria um contributo importante criar uma marca que preencha estes requisitos mas que simultaneamente se mostra-se distinta e inovadora.
E assim nasce o projeto NaturaCosmetics, que traz uma marca feita à base de produtos naturais que se distingue pela possibilidade do recarregamento das suas embalagens em máquinas de venda automática colocadas estrategicamente em grandes superfícies comerciais na zona de Lisboa. Uma marca como símbolo do cuidado individual do corpo em simultâneo com o do meio ambiente como prática generalizada e ao alcance de todos dado os seus preços competitivos.
O trabalho aqui apresentado está também suportado pela revisão de literatura focada na história da cosmética, na cosmética natural, no marketing ecológico, no comportamento do consumidor (face aos cosméticos naturais) e no modelo de construção da marca. Nos dados estatísticos e os resultados do questionário que permitiram extrair as percepções e necessidades do mercado.
A metodologia usada para o desenvolvimento do projeto baseou-se em quatro grandes pilares: Análise Estratégica da Marca composta pela análise da organização, análise do meio envolvente, análise aos consumidores e análise à concorrência; Análise SWOT; Estratégia de Marketing: que inclui a identidade da marca, a proposta de valor, os tangíveis da marca, o plano dos intangíveis da marca e o plano de comunicação e Análise Financeira.
In recent years, there has been a growing awareness by society that a deep change in our way of life is needed in order to respond to the challenges of environmental changes such as global warming. In this context, the 2015 Paris Agreement represents a turning point in environmental policies, with the acceding countries to assume a commitment for the implementation of a set of measures that aim to promote its sustainable development. The cosmetics market has been following the trend and has been witnessing gradual changes in order to create more and more sustainable products throughout their life cycle, in this context, it seemed to me that I could make an important contribution by creating a brand that fulfils these requirements and simultaneously shows itself to be distinct and innovative. The NaturaCosmetics project was born as a brand based on natural products that distinguishes itself by the possibility of reloading its packages in vending machines strategically placed in large commercial surfaces in the Lisbon area. A brand as a symbol of individual care for the body simultaneously with the environment as a widespread practice and within everyone's reach given its competitive prices. The work presented here is also supported by a literature review focused on the history of cosmetics, natural cosmetics, ecological marketing, consumer behaviour and the brand building model. In the statistical data and the results of the questionnaire that allowed us to understand the perceptions and needs of the market. The methodology used for the development of the project was based on four main pillars: Strategic Brand Analysis, consisting of analysis of the organization, analysis of the environment, analysis of consumers and analysis of the competition; SWOT Analysis; Marketing Strategy: which includes the brand identity, the value proposition, the brand tangibles, the brand intangibles plan and the communication plan and Financial Analysis.
In recent years, there has been a growing awareness by society that a deep change in our way of life is needed in order to respond to the challenges of environmental changes such as global warming. In this context, the 2015 Paris Agreement represents a turning point in environmental policies, with the acceding countries to assume a commitment for the implementation of a set of measures that aim to promote its sustainable development. The cosmetics market has been following the trend and has been witnessing gradual changes in order to create more and more sustainable products throughout their life cycle, in this context, it seemed to me that I could make an important contribution by creating a brand that fulfils these requirements and simultaneously shows itself to be distinct and innovative. The NaturaCosmetics project was born as a brand based on natural products that distinguishes itself by the possibility of reloading its packages in vending machines strategically placed in large commercial surfaces in the Lisbon area. A brand as a symbol of individual care for the body simultaneously with the environment as a widespread practice and within everyone's reach given its competitive prices. The work presented here is also supported by a literature review focused on the history of cosmetics, natural cosmetics, ecological marketing, consumer behaviour and the brand building model. In the statistical data and the results of the questionnaire that allowed us to understand the perceptions and needs of the market. The methodology used for the development of the project was based on four main pillars: Strategic Brand Analysis, consisting of analysis of the organization, analysis of the environment, analysis of consumers and analysis of the competition; SWOT Analysis; Marketing Strategy: which includes the brand identity, the value proposition, the brand tangibles, the brand intangibles plan and the communication plan and Financial Analysis.
Description
Keywords
Sustentabilidade Preocupações ambientais Produtos naturais Recarregamento