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Plano de Marketing para a marca Artipel. Estratégia de entrada no mercado luxemburguês
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Abstract(s)
Este projeto propõe um plano de marketing para a Artipel, uma marca sustentável portuguesa, com o objetivo de entrar no mercado luxemburguês e estabelecer os seus produtos de moda em cortiça. A escolha deste mercado deve-se ao crescente interesse por produtos sustentáveis no Luxemburgo, o que constitui uma boa oportunidade para a internacionalização da marca.
A revisão da literatura aborda conceitos e fundamentos essenciais do marketing, mostrando as melhores práticas e alguns modelos relevantes para a implementação eficaz do plano, o que permitiu estabelecer uma estrutura fundamentada para a Artipel.
Para desenvolver este projeto, adotou-se uma metodologia de estudo de caso com uma abordagem de pesquisa exploratória mista, recorrendo a uma combinação de análise de dados secundários e a uma entrevista semi-estruturada. Através desta metodologia, foi possível identificar que os consumidores luxemburgueses valorizam a sustentabilidade e a exclusividade dos produtos, facilitando assim a formulação de estratégias de marketing para a Artipel no mercado luxemburguês.
O plano de marketing proposto pretende diferenciar e posicionar a Artipel no Luxemburgo, destacando a sua oferta única e o seu compromisso com práticas ecológicas. As estratégias de marketing incluem a implementação de canais de venda apropriados e a promoção da identidade da marca, enfatizando os seus atributos sustentáveis e exclusivos. As ações de marketing visam aumentar a notoriedade da marca, expandir os canais de distribuição e consolidar a Artipel como a marca preferida na moda ecológica no Luxemburgo.
Os resultados esperados indicam uma apreciação por parte dos consumidores locais pelos valores da Artipel. Conclui-se que a Artipel poderá alcançar um aumento significativo na sua presença e reconhecimento no mercado luxemburguês, evidenciando-se pela sua oferta de moda sustentável portuguesa.
. This project proposes a marketing plan for Artipel, a sustainable Portuguese brand, with the aim of entering the Luxembourg market and establishing its cork fashion products. This market was chosen because of the growing interest in sustainable products in Luxembourg which is a good opportunity for the brand to internationalise. The literature review addresses essential marketing concepts and fundamentals, showing best practices and some relevant models for the effective implementation of the plan, which allowed us to establish a well-founded structure for Artipel. To develop this project, a case study methodology was adopted with a mixed exploratory research approach, using a combination of secondary data analysis and a semi-structured interview. Through this methodology, it was possible to identify that Luxembourg consumers value sustainability and the exclusivity of products, thus facilitating the formulation of marketing strategies for Artipel in the Luxembourg market. The proposed marketing plan aims to differentiate and position Artipel in Luxembourg, highlighting its unique offer and its commitment to ecological practices. Marketing strategies include implementing appropriate sales channels and promoting the brand’s identity, emphasising its sustainable and exclusive attributes. The marketing actions aim to increase brand awareness, expand distribution channels and consolidate Artipel as the preferred eco-fashion brand in Luxembourg. The expected results indicate an appreciation on the part of local consumers for Artipel’s values. The conclusion is that Artipel will be able to achieve a significant increase in its presence and recognition in the Luxembourg market, making a name for itself with its sustainable Portuguese fashion offer.
. This project proposes a marketing plan for Artipel, a sustainable Portuguese brand, with the aim of entering the Luxembourg market and establishing its cork fashion products. This market was chosen because of the growing interest in sustainable products in Luxembourg which is a good opportunity for the brand to internationalise. The literature review addresses essential marketing concepts and fundamentals, showing best practices and some relevant models for the effective implementation of the plan, which allowed us to establish a well-founded structure for Artipel. To develop this project, a case study methodology was adopted with a mixed exploratory research approach, using a combination of secondary data analysis and a semi-structured interview. Through this methodology, it was possible to identify that Luxembourg consumers value sustainability and the exclusivity of products, thus facilitating the formulation of marketing strategies for Artipel in the Luxembourg market. The proposed marketing plan aims to differentiate and position Artipel in Luxembourg, highlighting its unique offer and its commitment to ecological practices. Marketing strategies include implementing appropriate sales channels and promoting the brand’s identity, emphasising its sustainable and exclusive attributes. The marketing actions aim to increase brand awareness, expand distribution channels and consolidate Artipel as the preferred eco-fashion brand in Luxembourg. The expected results indicate an appreciation on the part of local consumers for Artipel’s values. The conclusion is that Artipel will be able to achieve a significant increase in its presence and recognition in the Luxembourg market, making a name for itself with its sustainable Portuguese fashion offer.
Description
Keywords
Artipel Plano de Marketing Mercado Luxemburguês Estratégias de Marketing Diferenciação de produtos Moda sustentável Portuguesa Marketing Plan Luxembourg market Marketing strategies Product differentiation Portuguese sustainable fashion