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Publication
Produção da arte final da embalagem de barras de cereais GO NATURAL para o consumidor infantil
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 1.22 MB | Adobe PDF |
Advisor(s)
Abstract(s)
O objetivo deste projeto é desenvolver um plano de negócios para criar um novo
packaging na embalagem de cereais Go Natural para o consumidor infantil, com o
objetivo de impulsionar as vendas.
Estando cientes da competitividade atual do mercado, o sucesso constitui-se como
objetivo principal de qualquer organização. Apesar da incógnita de sucesso da colocação
de um produto no mercado, a presença de uma embalagem eficaz pode levar ao
reconhecimento do produto por ser uma excelente ferramenta de marketing e por
agregar valor.
Na revisão da literatura são traçados objetivos chave ao estudo tais como: Marketing
Alimentar, Embalagem e focus group.
Após abordagem teórica, foram delineados os objetivos propostos através de uma
metodologia de análise qualitativa e exploratória da técnica do focus group. Para isso,
foram entrevistadas 12 crianças, com idades compreendidas entre os cinco e os nove
anos de idade residentes em Lisboa (crianças alfabetizadas) e Ponte de Sor (crianças não
alfabetizadas), de forma a entender o impacto do packaging em diferentes faixas
etárias, chegando à conclusão de que a presença de desenhos animados, a cor e o design
da embalagem tem um impacto fundamental na decisão de compra de um produto.
Sendo a embalagem um fator determinante no processo de compra, este projeto tem
como finalidade mostrar o impacto da mesma, com o objetivo de compreender o
público infantil enquanto consumidores finais, através da análise de variáveis que
influenciam o seu comportamento tanto na compra como no consumo.
The purpose of this project is to develop a business plan to create a new packaging in the Go Natural cereal packaging to child consumer with the purpose of boosting sales. Being aware of the current competitiveness of the market, success is the main objective of any organization. Despite the unknown success of placing a product on the market, the presence of effective packaging can lead to product recognition for being an excellent marketing tool and adding value. In the literature review the key concepts essentials to the project are food marketing, packaging and focus group. After the theory review, the proposed objectives were mapped out through a qualitative and exploratory analysis methodology of the focus group technique. To this end, 12 children between the ages of 5 and 9 years old, living in Lisbon (Literate child) and Ponte de Sor (Illiterate Child) were formed in order to understand the impact of packaging in different age groups, concluding that the presence of cartoons, the color and the design of the packaging has a fundamental impact in the decision to purchase a product. Being the packaging a decisive factor in the purchase process, this project aims to show its impact, with the purpose to understand the children public as final consumers, through the analysis of variables that influence their behavior both in purchase and consumption.
The purpose of this project is to develop a business plan to create a new packaging in the Go Natural cereal packaging to child consumer with the purpose of boosting sales. Being aware of the current competitiveness of the market, success is the main objective of any organization. Despite the unknown success of placing a product on the market, the presence of effective packaging can lead to product recognition for being an excellent marketing tool and adding value. In the literature review the key concepts essentials to the project are food marketing, packaging and focus group. After the theory review, the proposed objectives were mapped out through a qualitative and exploratory analysis methodology of the focus group technique. To this end, 12 children between the ages of 5 and 9 years old, living in Lisbon (Literate child) and Ponte de Sor (Illiterate Child) were formed in order to understand the impact of packaging in different age groups, concluding that the presence of cartoons, the color and the design of the packaging has a fundamental impact in the decision to purchase a product. Being the packaging a decisive factor in the purchase process, this project aims to show its impact, with the purpose to understand the children public as final consumers, through the analysis of variables that influence their behavior both in purchase and consumption.
Description
Keywords
Marketing Alimentar Consumidor Embalagem Focus Group