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Plano de Comunicação Integrada de Marketing para uma Start-Up de brinquedos ecológicos
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| 2.1 MB | Adobe PDF |
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Abstract(s)
Num mundo em crescente evolução tecnológica, a preocupação ambiental tem vindo a tornar-se num fator com um forte peso nas escolhas de compra dos consumidores. A utilização do plástico como principal matéria-prima na indústria dos brinquedos trouxe consigo o surgimento de novos movimentos contra a utilização deste material, e uma procura por opções alternativas não só mais ecológicas, como também com um maior papel educativo para as crianças. É neste âmbito que surgiu a Paper Toy Factory, formal-mente fundada em 2020, uma start-up que consiste no design e comercialização de brinquedos para crianças e cuja produção de-pende apenas do cartão reciclado como matéria-prima, apresen-tando-se no mercado dos brinquedos para crianças como uma al-ternativa mais ecológica. Ainda sem um planeamento de comuni-cação definido, é neste contexto que o presente projeto tem como principal objetivo a elaboração de um plano de comunicação para uma start-up de brinquedos ecológicos com vista a atingir 50.000€ em vendas no primeiro ano de atividade da empresa. Para a sua realização, a metodologia de investigação adotada é de aborda-gem qualitativa, sendo que o tipo de investigação é o estudo de caso, com recurso à recolha e análise documental, assim como à observação participante. Através da investigação, foi possível apurar que uma start-up carece de estratégias adaptadas à sua realidade e que, por isso, um plano de comunicação tradicional não cobriria todas as necessidades da marca. Assim, foi adotado um plano de comunicação integrada de marketing, interligado com o processo de decisão de compra de brinquedos ecológicos, que inerentemente pressupõe a existência de diferentes interve-nientes. Construiu-se um novo modelo de um plano de comunica-ção integrada de marketing, que fornece uma estrutura mais com-pleta e adaptada ao contexto da Paper Toy Factory, enquanto per-mite que a empresa construa uma imagem de marca forte e atinja o alcance e visibilidade necessários para cumprir o objetivo de vendas definido.
In a world of soaring technological evolution, environmental con-cern has become a factor with strong weight in consumers' pur-chasing choices. The use of plastic as the main raw material em-ployed in the toy industry has led to the emergence of new move-ments against the use of this material, and the search for alterna-tive options that are not only more ecological, but that also provide an educational role for children. It is in this context that Paper Toy Factory, formally founded in 2020, was born. It is a start-up that consists of the design and commercialization of child toys and in which the production process depends only on recycled cardboard as the sole raw material used, presenting itself in the toys market as a greener alternative. Thus, due to the absence of communica-tion planning, this project has as its main objective the development of a communication plan for a start-up company specialized in eco-logical toys with the goal to reach 50.000€ in sales during the first year of the company's activity. To fulfill this goal, the adopted re-search methodology consists of a qualitative approach, while the investigation can be classified as a case study, resorting to the collection and analysis of documents and participant observation. Research demonstrated a lack of strategies adapted to each start-up’s own reality, leading to the conclusion that a traditional commu-nication plan would not cover all the brand’s needs. Therefore, an integrated marketing communication plan was adopted, intertwined with the decision-making process of ecological toys, which inhe-rently presupposes the existence of different roles. A new model of an integrated marketing communication plan was developed, pro-viding a more complete structure, and adapted to the Paper Toy Factory’s environment, while allowing the company to build a strong brand image and achieve the reach and visibility needed to comply with the defined sales goal.
In a world of soaring technological evolution, environmental con-cern has become a factor with strong weight in consumers' pur-chasing choices. The use of plastic as the main raw material em-ployed in the toy industry has led to the emergence of new move-ments against the use of this material, and the search for alterna-tive options that are not only more ecological, but that also provide an educational role for children. It is in this context that Paper Toy Factory, formally founded in 2020, was born. It is a start-up that consists of the design and commercialization of child toys and in which the production process depends only on recycled cardboard as the sole raw material used, presenting itself in the toys market as a greener alternative. Thus, due to the absence of communica-tion planning, this project has as its main objective the development of a communication plan for a start-up company specialized in eco-logical toys with the goal to reach 50.000€ in sales during the first year of the company's activity. To fulfill this goal, the adopted re-search methodology consists of a qualitative approach, while the investigation can be classified as a case study, resorting to the collection and analysis of documents and participant observation. Research demonstrated a lack of strategies adapted to each start-up’s own reality, leading to the conclusion that a traditional commu-nication plan would not cover all the brand’s needs. Therefore, an integrated marketing communication plan was adopted, intertwined with the decision-making process of ecological toys, which inhe-rently presupposes the existence of different roles. A new model of an integrated marketing communication plan was developed, pro-viding a more complete structure, and adapted to the Paper Toy Factory’s environment, while allowing the company to build a strong brand image and achieve the reach and visibility needed to comply with the defined sales goal.
Description
Keywords
Estudo de Caso Plano de Comunicação Integrada de Marketing Start-Up Brinquedos Ecológicos