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Relatório de Estágio: AVON Cosméticos, Lda.
| Name: | Description: | Size: | Format: | |
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| 960.9 KB | Adobe PDF |
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Abstract(s)
O presente relatório surgiu no âmbito do Mestrado em Marketing Digital, onde me foi proposta a realização de uma dissertação, de um projeto ou de um relatório de estágio. Optei por realizar um relatório de estágio, pois considerei que um estágio era importante para o meu crescimento pessoal e profissional, permitindo-me pôr em prática os conhecimentos que adquiri durante a licenciatura e mestrado, através de uma experiência profissional. O estágio foi realizado na Avon Cosméticos, Lda, uma empresa de venda direta de cosméticos, incluindo produtos de maquilhagem, fragrâncias, cuidados de corpo e de rosto, moda, lingerie, bijutaria e acessórios. O mesmo decorreu entre maio de 2019 e junho de 2020. As empresas de venda direta enfrentam o desafio de se digitalizarem mantendo, ao mesmo tempo, a relação entre o revendedor e o cliente. Sendo a minha área de estudo marketing digital e alguém que também já foi uma revendedora, decidi propor uma aplicação móvel como resposta a este desafio para a Avon, tendo sempre em mente a relação entre o revendedor e o cliente, visto que este é o fator diferenciador da venda direta. Em 2020, a Avon Cosméticos, Lda empregava 75 pessoas, tendo aproximadamente 25.000 revendedores e o seu volume de negócios, em 2018, foi de aproximadamente 27,6 milhões de euros. O contributo deste trabalho para a comunidade científica passa por propor uma solução real a um problema que é debatido pela mesma.
This report was made for my Master’s Degree in Digital Marketing, I was proposed to do a dissertation, a project or an internship report. I opted for an internship report because I considered an internship was important for my personal growth and to put into practice the knowledge that I acquired during my Bachelor’s and Master’s Degree through professional experience. I did my internship at Avon Cosméticos, Lda, a direct selling company in the cosmetics market, it sells products in make-up, fragrances, body and face care, fashion, lingerie, jewellery and accessories categories. It took place between May 2019 and June 2020. Direct selling companies face the challenge of getting digital whilst maintaining the relationship between the sales representative and the client at the same time. Since my area of studies is digital marketing and I have been a sales representative in the past, I decided to build a proposal of a mobile app as an answer to this challenge for Avon, keeping in mind the relationship between the sales representative and the client, being this the differentiating factor of direct selling. In 2020, Avon Cosméticos, Lda had 75 employees and about 25.000 sales representatives and its revenue, in 2018, was about 27,6 million euros. The contribution of this report to the scientific community is due to the proposal of a real solution for a problem that is discussed by it.
This report was made for my Master’s Degree in Digital Marketing, I was proposed to do a dissertation, a project or an internship report. I opted for an internship report because I considered an internship was important for my personal growth and to put into practice the knowledge that I acquired during my Bachelor’s and Master’s Degree through professional experience. I did my internship at Avon Cosméticos, Lda, a direct selling company in the cosmetics market, it sells products in make-up, fragrances, body and face care, fashion, lingerie, jewellery and accessories categories. It took place between May 2019 and June 2020. Direct selling companies face the challenge of getting digital whilst maintaining the relationship between the sales representative and the client at the same time. Since my area of studies is digital marketing and I have been a sales representative in the past, I decided to build a proposal of a mobile app as an answer to this challenge for Avon, keeping in mind the relationship between the sales representative and the client, being this the differentiating factor of direct selling. In 2020, Avon Cosméticos, Lda had 75 employees and about 25.000 sales representatives and its revenue, in 2018, was about 27,6 million euros. The contribution of this report to the scientific community is due to the proposal of a real solution for a problem that is discussed by it.
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Keywords
Avon Venda direta Digital Aplicação móvel Marketing Relacional