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Authors
Advisor(s)
Abstract(s)
O mercado dos smartphones está em constante evolução, com um crescente número de marcas
concorrentes a cada ano, oferecendo aos consumidores smartphones com preços competitivos
e características satisfatórias. O número de marcas a operar neste mercado provoca nos
consumidores um sentimento de desorientação ao adquirir um equipamento.
As marcas de smartphones como a Samsung apresentam assim a necessidade de inovação, com
o intuito de se destacarem dos concorrentes tal como a criação de serviços de valor
acrescentado que contribuem na fidelização dos clientes, sendo que por vezes nem todas são
conhecidas ou percebidas pelos utilizadores.
O presente projeto visa divulgar a aplicação Samsung Members, um serviço de valor
acrescentado que a marca Samsung fornece aos seus utilizadores de smartphones, no geral
desconhecido pela maioria.
A aplicação Samsung Members promete ser um serviço com a possibilidade de criar uma
relação a longo prazo com utilizadores da marca, fidelizando-os aos seus produtos e mostrando
que além de uma aplicação que fornece assistência técnica para os seus equipamentos. É
também uma aplicação que une os utilizadores através de um conceito diferenciador de rede
social.
Sustentado por uma revisão da literatura, análise interna e externa da marca, incluindo
concorrentes e utilizadores/clientes de smartphones, o projeto visa ativar a aplicação Samsung
Members através da criação de um evento dinâmico destinado a utilizadores da marca não
conhecedores da aplicação, com o intuito de criação de awareness para a mesma, além da
amplificação do evento para a população geral.
ABSTRACT: The smartphone market is constantly evolving, with a growing number of competing brands each year that offers consumers smartphones with competitive prices and satisfying features. The number of brands operating in this market causes consumers a feeling of disorientation when purchasing equipment. Smartphone brands such as Samsung now have the need for innovation, to stand out from competitors, such as the creation of value-added services that contribute to customer loyalty, sometimes not all are known or perceived by users. This project aims to promote the Samsung Members application, a value-added service that the Samsung brand provides to its smartphone users, generally unknown by most. The Samsung Members application is a service with the possibility of creating a long-term relationship with the brand's users, keeping them loyal to its products and showing that, in addition to being an application that provides technical assistance for their equipment, it is also an application that unites users through its own social network concept. Supported by a literature review, internal and external analysis of the brand, including smartphone users and customers, the project objective is to activate the Samsung Members application through the creation of a dynamic event directed to brand users who do not know the application, with the purpose of creating awareness for it, in addition to amplifying the event for the general population.
ABSTRACT: The smartphone market is constantly evolving, with a growing number of competing brands each year that offers consumers smartphones with competitive prices and satisfying features. The number of brands operating in this market causes consumers a feeling of disorientation when purchasing equipment. Smartphone brands such as Samsung now have the need for innovation, to stand out from competitors, such as the creation of value-added services that contribute to customer loyalty, sometimes not all are known or perceived by users. This project aims to promote the Samsung Members application, a value-added service that the Samsung brand provides to its smartphone users, generally unknown by most. The Samsung Members application is a service with the possibility of creating a long-term relationship with the brand's users, keeping them loyal to its products and showing that, in addition to being an application that provides technical assistance for their equipment, it is also an application that unites users through its own social network concept. Supported by a literature review, internal and external analysis of the brand, including smartphone users and customers, the project objective is to activate the Samsung Members application through the creation of a dynamic event directed to brand users who do not know the application, with the purpose of creating awareness for it, in addition to amplifying the event for the general population.
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
Ativação de marcas Evento Awareness Passa-palavra Brands activation Event Word-of-mouth
Citation
Duarte, J.I.M.(2021). Projeto de ativação de marca: Aplicação Samsung Members. [Trabalho de projeto de mestrado, Escola Superior de Comunicação Social]. Repositório Científico do Instituto Politécnico de Lisboa. http://hdl.handle.net/10400.21/13904
Publisher
Instituto Politécnico de Lisboa, Escola Superior de Comunicação Social