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Be Bold - Marketing & Publicidade: Plano de Comunicação Integrada de Marketing
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Orientador(es)
Resumo(s)
O objetivo do presente projeto é o desenvolvimento de um Plano de
Comunicação para a empresa Be BOLD – Marketing & Publicidade, Unipessoal, Lda, uma
empresa de consultoria de Marketing focada no Marketing Olfativo ou, mais
especificamente, aromatização de espaços.
A comunicação tem um papel fundamental para qualquer organização nos dias
de hoje, sendo fundamental a sua integração a todos os níveis, nomeadamente Online
e Offline. Numa empresa com apenas um ano de existência, este plano apresenta-se
como algo necessário, visto que nunca foi feito nenhum esforço nesta área e, ao tentar
apelar a um sentido que não é visível ou palpável, é fulcral ter um argumentário e uma
orientação estratégica muito consensual e organizada.
Na Revisão da Literatura foram abordados os temas essenciais deste Projeto:
Marketing Sensorial; Marketing Olfativo; Comunicação Integrada de Marketing;
Facebook; Instagram e Plano de Comunicação. Estes temas foram sintetizados num
Quadro de Referências com os conhecimentos mais relevantes para a este Projeto.
A nível metodológico, optou-se por uma recolha de dados secundários e
primários, com o propósito de recolha de informação relevante sobre os conceitoschave
descritos e a sua aplicabilidade, por forma a obter um conjunto de conhecimentos
que permitissem elaborar o Plano de Comunicação. Deste modo, apresentam-se oito
estratégias cujo foco principal é no online, sobretudo Facebook e Instagram, com o
principal objetivo de atingir o mercado por explorar dos particulares, conseguindo maior
impacto com menos recursos financeiros. São também considerados outros aspetos da
comunicação offline, para que a mesma seja integrada. O investimento total proposto
neste Projeto é de 1943,26€, adequado à situação económica da BeBOLD.
Após a recolha de informações e desenvolvimento do Plano, uma conclusão
crítica aponta limitações e considerações para futuros estudos e desenvolvimentos.
The aim of this project is to develop a Communication’s Plan for the enterprise Be BOLD – Marketing & Publicidade, Unipessoal, Lda, a Marketing Consultant enterprise focused on Olfactory Marketing or, in other words, space flavouring. Communication plays a key role in any organisation nowadays and it its integration is fundamental at all levels, namely online and offline. In a company which was founded just over a year ago, this plan is necessary, considering there was never an effort made in this direction and, in trying to appeal to a sense that is not visible or touchable, is essential in order to have a consensual and organised strategy. The literature review analyses some essential themes: Sensorial Marketing; Olfactory Marketing; Integrated Marketing Communications; Facebook; Instagram and Communication Plan. These results are summarised in a reference board which includes the most relevant information of this Project. Methodologically, it was chosen to collect both primary and secondary data. The aim of both was to collect relevant information about the aforementioned key concepts and its applicability as a way to obtain knowledge that would allow for the elaboration of a Communication Plan. There are presented eight strategies with the main focus on online, mainly Facebook and Instagram, with the main focus of reaching the potential and unexplored market of particulas, obtaining more results with less financial resources. There are also considered aspects of offline Communication, so that it is integrated. The total investement proposed in this Project is of 1943,26€, in line with the present economical situation of BeBOLD. Following the data collection and the plan’s development, a critical conclusion explores limitations and considerations for future studies and developments.
The aim of this project is to develop a Communication’s Plan for the enterprise Be BOLD – Marketing & Publicidade, Unipessoal, Lda, a Marketing Consultant enterprise focused on Olfactory Marketing or, in other words, space flavouring. Communication plays a key role in any organisation nowadays and it its integration is fundamental at all levels, namely online and offline. In a company which was founded just over a year ago, this plan is necessary, considering there was never an effort made in this direction and, in trying to appeal to a sense that is not visible or touchable, is essential in order to have a consensual and organised strategy. The literature review analyses some essential themes: Sensorial Marketing; Olfactory Marketing; Integrated Marketing Communications; Facebook; Instagram and Communication Plan. These results are summarised in a reference board which includes the most relevant information of this Project. Methodologically, it was chosen to collect both primary and secondary data. The aim of both was to collect relevant information about the aforementioned key concepts and its applicability as a way to obtain knowledge that would allow for the elaboration of a Communication Plan. There are presented eight strategies with the main focus on online, mainly Facebook and Instagram, with the main focus of reaching the potential and unexplored market of particulas, obtaining more results with less financial resources. There are also considered aspects of offline Communication, so that it is integrated. The total investement proposed in this Project is of 1943,26€, in line with the present economical situation of BeBOLD. Following the data collection and the plan’s development, a critical conclusion explores limitations and considerations for future studies and developments.
Descrição
Palavras-chave
Marketing Olfativo Comunicação Integrada de Marketing Plano de Comunicação Redes Sociais