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Advisor(s)
Abstract(s)
O cinema é definido por uma diversidade de plataformas de exibição, sendo
influenciado por uma nova era de comunicação pautada pela evolução das tecnologias,
onde a chegada da cultura da convergência assume um papel notável na caracterização
do cinema que hoje se conhece. No entanto, o cinema tradicional tem perdido audiência
em função de outras formas de entretenimento da sociedade, mais individualistas, digitais
e acessíveis.
O entretenimento das sociedades contemporâneas é caracterizado pelo avanço da
tecnologia. Assim, o enraizamento da cultura do streaming de vídeo é um fenómeno que
se tem vindo a padronizar e a abranger cada vez mais gerações. A elevada procura pelo
serviço de plataformas de streaming de vídeo tem levado a que existam cada vez mais
marcas a operar neste sector, aumentando a competitividade. Em Portugal, esta indústria
é fragmentada, caracterizada pela forte presença da marca líder, a Netflix, e pela elevada
rivalidade entre concorrentes divergentes.
A Filmin é uma plataforma com presença no mercado de streaming de vídeo em
Portugal desde o ano de 2016. A marca posiciona-se como uma plataforma de streaming
cinematográfica “o cinema que te inspira”, dirigindo-se aos verdadeiros cinéfilos,
refletindo a sua estratégia de nicho para uma imensa minoria. A Filmin diferencia-se pelo
seu catálogo exclusivo de filmes de qualidade, de cinema independente, de autor, de
cineastas jovens e consagrados que arriscam e fazem novo e diferente.
Contudo, a fraca notoriedade da marca impossibilita o seu crescimento na
indústria, sendo este o principal problema a resolver. O Plano de Comunicação Integrada
em Marketing apresentado neste projeto tem como objetivo geral definir uma estratégia
que agregue os meios necessários a fim de (1) aumentar a notoriedade da Filmin, em
Portugal, através de uma ativação de marca e, consequentemente, (2) aproximar a Filmin
dos consumidores, apostando no seu reconhecimento junto da comunidade que representa
o público-alvo da marca.
ABSTRAT: Cinema is defined by a diversity of exhibition platforms, being influenced by a new era of communication guided by the evolution of technologies, where the arrival of the convergence culture assumes a remarkable role in the characterization of cinema as it is known today. However, traditional cinema has lost its audience to other forms of entertainment in society, which are more individualistic, digital, and accessible. Entertainment in contemporary societies is characterized by the advancement of technology. The entrenchment of the streaming video culture is a phenomenon that has become standardized and spans more and more generations. The high demand for the video streaming service has led to more and more brands operating in this sector, increasing competitiveness. In Portugal, this industry is fragmented, characterized by the strong presence of the leading brand, Netflix, and by high rivalry between divergent competitors. Filmin is a platform with presence in the video streaming market in Portugal since the year 2016. The brand positions itself as a movie streaming platform "the cinema that inspires you", addressing true movie buffs, reflecting its niche strategy for a huge minority. Filmin differentiates itself by its exclusive catalog of quality films, independent, auteur cinema, from young and established filmmakers who take risks and make new and different. However, the brand's low notoriety hinders its growth in the industry, and this is the main problem to be solved. The Integrated Marketing Communication Plan presented in this project has as a general goal to define a strategy that aggregates the necessary means in order to (1) increase Filmin's notoriety, in Portugal, through a brand activation and, consequently, (2) bring Filmin closer to the consumers, betting on its recognition among the community that represents the brand's target audience.
ABSTRAT: Cinema is defined by a diversity of exhibition platforms, being influenced by a new era of communication guided by the evolution of technologies, where the arrival of the convergence culture assumes a remarkable role in the characterization of cinema as it is known today. However, traditional cinema has lost its audience to other forms of entertainment in society, which are more individualistic, digital, and accessible. Entertainment in contemporary societies is characterized by the advancement of technology. The entrenchment of the streaming video culture is a phenomenon that has become standardized and spans more and more generations. The high demand for the video streaming service has led to more and more brands operating in this sector, increasing competitiveness. In Portugal, this industry is fragmented, characterized by the strong presence of the leading brand, Netflix, and by high rivalry between divergent competitors. Filmin is a platform with presence in the video streaming market in Portugal since the year 2016. The brand positions itself as a movie streaming platform "the cinema that inspires you", addressing true movie buffs, reflecting its niche strategy for a huge minority. Filmin differentiates itself by its exclusive catalog of quality films, independent, auteur cinema, from young and established filmmakers who take risks and make new and different. However, the brand's low notoriety hinders its growth in the industry, and this is the main problem to be solved. The Integrated Marketing Communication Plan presented in this project has as a general goal to define a strategy that aggregates the necessary means in order to (1) increase Filmin's notoriety, in Portugal, through a brand activation and, consequently, (2) bring Filmin closer to the consumers, betting on its recognition among the community that represents the brand's target audience.
Description
Trabalho de projeto apresentado à Escola Superior de Comunicação Social como parte dos requisitos para obtenção de grau de mestre em Publicidade e Marketing.
Keywords
Entretenimento Streaming de vídeo Filmin Plano de comunicação integrada em marketing. Entertainment Video streaming Integrated marketing communication plan
Citation
Lomba, B.M.P. (2023). Plano de comunicação integrada em marketing para a marca Filmin [Trabalho de projeto de mestrado, Escola Superior de Comunicação Social]. Repositório Científico do Instituto Politécnico de Lisboa. http://hdl.handle.net/10400.21/17000
Publisher
Instituto Politécnico de Lisboa, Escola Superior de Comunicação Social