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Publication
A criação de uma marca agrícola: o Melão da Amareleja
| Name: | Description: | Size: | Format: | |
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| 2.26 MB | Adobe PDF |
Advisor(s)
Abstract(s)
O presente projeto profissional tem como finalidade a criação de uma marca em parceria com a empresa Planície Verde. Esta empresa atua na área agrícola, fornecendo ao mercado interno e externo produtos como melão, meloa, melancia e alface.
Atualmente, os desafios que esta área enfrenta são cada vez mais rigorosos e difíceis, sendo a falta de água um dos temas do dia-a-dia. É, portanto, crucial encontrar soluções inovadoras ou até olhar para o passado e replicar formas de trabalhar do antigamente mas claro melhorando-as e adaptando-as às especificidades do século XXI.
Foi através de um brainstorming que surgiu a ideia de replicar as técnicas de produção no Alentejo seco de antigamente, antes da facilidade de regadio. Aí nasce a marca “Melão da Amareleja”, uma produção em sequeiro com 0% de utilização de plástico para a produção do fruto e com uma redução de 95% de utilização de água para rega, quando comparado com uma produção de regadio.
Após uma revisão da literatura sobre os temas cruciais para a realização deste projeto, estipulou-se o objetivo geral e os objetivos secundários. De forma a responder aos mesmos, foi desenvolvida uma metodologia que tem por base a realização de dois focus group com diferentes faixas etárias.
Concluindo que a criação de uma marca de commodities no mercado português é bem rececionada pelo consumidor final quando bem implementada.
The purpose of this professional project is to create a brand in partnership with the company “Planície Verde”. This company operates in the agricultural area, supplying the domestic and international markets with products such as melon, cantaloupe, watermelon and lettuce. Currently, the challenges this area faces are increasingly rigorous and difficult, being the lack of water one of the daily issues, it is therefore crucial to find innovative solutions or even look to the past and replicate ways of working of old but of course improving and adapting them to the specifics of the XXI century. It was through brainstorming that the idea of replicating the production techniques of the dry Alentejo of yesteryear, before the irrigation facility. Thus was born the brand "Melão da Amareleja", a dryland production with 0% use of plastic for fruit production and a 95% reduction in water use for irrigation, when compared to an irrigated production. After a literature review on the crucial issues for the realization of this project, the general objective and secondary objectives were stipulated. To answer these objectives, a methodology was developed based on two focus groups with different age groups. Concluding that the creation of a commodity brand in the Portuguese market is well received by the final consumer when well implemented.
The purpose of this professional project is to create a brand in partnership with the company “Planície Verde”. This company operates in the agricultural area, supplying the domestic and international markets with products such as melon, cantaloupe, watermelon and lettuce. Currently, the challenges this area faces are increasingly rigorous and difficult, being the lack of water one of the daily issues, it is therefore crucial to find innovative solutions or even look to the past and replicate ways of working of old but of course improving and adapting them to the specifics of the XXI century. It was through brainstorming that the idea of replicating the production techniques of the dry Alentejo of yesteryear, before the irrigation facility. Thus was born the brand "Melão da Amareleja", a dryland production with 0% use of plastic for fruit production and a 95% reduction in water use for irrigation, when compared to an irrigated production. After a literature review on the crucial issues for the realization of this project, the general objective and secondary objectives were stipulated. To answer these objectives, a methodology was developed based on two focus groups with different age groups. Concluding that the creation of a commodity brand in the Portuguese market is well received by the final consumer when well implemented.
Description
Keywords
Marca Agronomia Melão Commodity Plano de Marketing Sustentabilidade