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Criação de marca para a comercialização de produtos de moda elaborados em cortiça: Caoga Cork
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Abstract(s)
O comercio entre Colômbia e Portugal tem existido por mais de 50 anos. No entanto, um dos produtos mais emblemáticos de Portugal – a cortiça – é conhecida pelas rolhas, mas desconhecida em outras aplicações. Medellín cidade de Colômbia, foi escolhida como a cidade de estudo para o projeto de criação de uma nova marca, que tem como objetivo a introdução de produtos de moda fabricados em cortiça. Esta foi escolhida por ser a segunda maior cidade da Colômbia e por ser conhecida como a capital da moda de América Latina.
O objetivo final é a criação de uma marca mediante a validação de que tão bem acolhidos os produtos fabricados em cortiça ao mesmo tempo que se determina a viabilidade do projeto. Para isto vão ser apresentadas as caraterísticas da cortiça a procura dos atributos tangíveis e intangíveis que irão ser as chaves para a definição da marca.
Como ferramentas de estudo vão ser usadas dados primários e secundários, sendo que os dados primários correspondem a entrevistas de profundidade e os secundários a análise ao meio envolvente. O anterior vai estar suportado pela revisão da literatura, junto da pesquisa das necessidades atuais de mudança do mercado da moda, as caraterísticas da cortiça e a sustentabilidade da mesma.
Finalmente, se conclui que um fator decisivo na decisão de compra é o valor que dão os consumidores ao facto dos produtos serem sustentáveis e ecológicos, o qual está determinado pela maior consciência ambiental, com isto se consegue demostrar que o mercado esta a exigir um cambio e que está pronto para a introdução da cortiça na moda.
Trade between Colombia and Portugal has existed for more than 50 years. Nevertheless, one of the most iconic Portugal’s products – the cork - is only known by the cork stoppers, but completely unknown in other applications. The city of Medellin was chosen to carry out this study of the creation of a new brand, where its goal is the introduction of fashion products made of cork. Medellín is Colombia’s second-largest city and it is recognized as the Latin America’s fashion capital. The objective is the creation of a brand by assessing the acceptance of the products made of cork in the market and, at the same time, to evaluate the feasibility of the project. To do so, the cork’s characteristics are going to be introduced, looking for tangible and intangible attributes, that they will be the key to define the brand Primary and secondary data are going to be used as tools for this study, being in-depth interviews as the source for primary data and the analysis to the environment the data source for the secondary data. All this supported by the literature review, as well as the research of the need of changing the fashion market, cork’s characteristics, and its sustainability. Finally, it is concluded that the value that customers give to the products as being sustainable and eco-friendly, it is key in their purchasing decision process, and it is driven by the increased environmental awareness, this demonstrates that the market is demanding a change and it is ready to the introduction of products made of cork.
Trade between Colombia and Portugal has existed for more than 50 years. Nevertheless, one of the most iconic Portugal’s products – the cork - is only known by the cork stoppers, but completely unknown in other applications. The city of Medellin was chosen to carry out this study of the creation of a new brand, where its goal is the introduction of fashion products made of cork. Medellín is Colombia’s second-largest city and it is recognized as the Latin America’s fashion capital. The objective is the creation of a brand by assessing the acceptance of the products made of cork in the market and, at the same time, to evaluate the feasibility of the project. To do so, the cork’s characteristics are going to be introduced, looking for tangible and intangible attributes, that they will be the key to define the brand Primary and secondary data are going to be used as tools for this study, being in-depth interviews as the source for primary data and the analysis to the environment the data source for the secondary data. All this supported by the literature review, as well as the research of the need of changing the fashion market, cork’s characteristics, and its sustainability. Finally, it is concluded that the value that customers give to the products as being sustainable and eco-friendly, it is key in their purchasing decision process, and it is driven by the increased environmental awareness, this demonstrates that the market is demanding a change and it is ready to the introduction of products made of cork.
Description
Keywords
Cortiça Moda Sustentável Ecológico