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Comunidades de marcas de imigrantes no ambiente digital: estudo de caso e plano de ativação de marca para a empresa brasileiros em Setúbal
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Este projeto aplicado foi desenvolvido no âmbito do Mestrado em Gestão de Marketing da Escola de Ciências Empresariais do Instituto Politécnico de Setúbal, e teve como objeto de estudo a empresa Brasileiros em Setúbal. Enquadrado no contexto específico das comunidades de imigrantes como nichos de mercado dinâmicos e culturalmente ricos, o trabalho consistiu no desenvolvimento de um plano de ativação de marca para a empresa, fundamentado em um profundo diagnóstico de marketing estratégico. A investigação, que integrou uma análise netnográfica, de conteúdo e um inquérito à comunidade, revelou um ecossistema comunitário único, caracterizado por um excecional capital relacional. Os seguidores demonstraram elevados níveis de confiança, identificação emocional e perceção de relevância do conteúdo. Contudo, a análise identificou uma lacuna estratégica crítica: os empreendedores apresentam uma perceção maioritariamente neutra do potencial de conversão comercial da marca enquanto veículo publicitário. Este contraste entre a forte ligação no âmbito B2C e a perceção predominantemente neutra do segmento B2B neutra constituiu o principal desafio estratégico identificado. O plano de ativação propõe a conversão deste diagnóstico através de uma estratégia central: utilizar a força do segmento de seguidores para mitigar a fraqueza no segmento de empreendedores. A operacionalização passa pela introdução de um sistema de métricas transparentes, com destaque para cupões de desconto exclusivos para comprovação do retorno do investimento, pela estratificação da oferta comercial em pacotes premium, pela criação de eventos presenciais e pela priorização de conteúdos cocriados que integrem autenticamente os anunciantes na narrativa comunitária. Os resultados esperados incluem a consolidação do posicionamento da marca como centro integrador da comunidade de imigrantes na região, bem como a transformação do capital relacional em valor económico tangível e a criação de uma base sustentável para crescimento futuro.
This applied project was developed as part of the Master's in Marketing Management program at the School of Business and Administration of the Polytechnic University of Setúbal, and is focused on the company Brasileiros em Setúbal. Framed within the specific context of immigrant communities as dynamic and culturally rich market niches, the work consisted of developing a brand activation plan for the company, based on an in-depth strategic marketing diagnosis. The research, which also comprised a netnographic analysis of the community, a content analysis, and community research, revealed a unique community ecosystem characterized by exceptional relational capital. Followers demonstrated high levels of trust, emotional identification, and perceived content relevance. However, the analysis has identified a critical strategic gap: entrepreneurs have a largely neutral perception of the brand's commercial conversion potential as an advertising vehicle. This contrast between the strong connection in the B2C sphere and the predominantly neutral perception of the B2B segment constituted the main strategic challenge identified. The activation plan proposes converting this diagnosis through a central strategy: using the strength of the follower segment to mitigate the weakness of the entrepreneur segment. Operationalization involves introducing a system of transparent metrics, highlighting exclusive discount coupons to demonstrate return on investment, stratifying the commercial offering into premium packages, creating in-person events, and prioritizing co-created content that authentically integrates advertisers into the community narrative. The expected results include consolidating the brand's positioning as an integrating hub for the immigrant community in the region, as well as transforming relational capital into tangible economic value and creating a sustainable foundation for future growth.
This applied project was developed as part of the Master's in Marketing Management program at the School of Business and Administration of the Polytechnic University of Setúbal, and is focused on the company Brasileiros em Setúbal. Framed within the specific context of immigrant communities as dynamic and culturally rich market niches, the work consisted of developing a brand activation plan for the company, based on an in-depth strategic marketing diagnosis. The research, which also comprised a netnographic analysis of the community, a content analysis, and community research, revealed a unique community ecosystem characterized by exceptional relational capital. Followers demonstrated high levels of trust, emotional identification, and perceived content relevance. However, the analysis has identified a critical strategic gap: entrepreneurs have a largely neutral perception of the brand's commercial conversion potential as an advertising vehicle. This contrast between the strong connection in the B2C sphere and the predominantly neutral perception of the B2B segment constituted the main strategic challenge identified. The activation plan proposes converting this diagnosis through a central strategy: using the strength of the follower segment to mitigate the weakness of the entrepreneur segment. Operationalization involves introducing a system of transparent metrics, highlighting exclusive discount coupons to demonstrate return on investment, stratifying the commercial offering into premium packages, creating in-person events, and prioritizing co-created content that authentically integrates advertisers into the community narrative. The expected results include consolidating the brand's positioning as an integrating hub for the immigrant community in the region, as well as transforming relational capital into tangible economic value and creating a sustainable foundation for future growth.