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Advisor(s)
Abstract(s)
A crescente competitividade do mercado da moda, aliada à existência de várias marcas
dentro do mesmo segmento, leva a uma maior necessidade de diferenciação por parte
das marcas. O mercado dos desportos de ação não é diferente neste aspecto, pelo que as
marcas deste segmento necessitam de se destacar através não só dos produtos que
vendem, mas também das experiências que proporcionam.
A NIXON, criada em 1997 nos Estados Unidos, é uma das marcas líderes no segmento
de desportos de ação. Não obstante, em Portugal a marca goza de uma notoriedade
reduzida. Tendo este aspeto em consideração, este trabalho de projeto tem como
objetivo compreender a situação atual da marca no mercado nacional, procurando
estabelecer novas formas de alcançar os objetivos pretendidos no que diz respeito à
notoriedade de marca.
Como tal, numa primeira instância procedeu-se a um levantamento bibliográfico
relativamente aos conceitos de moda, luxo, marketing e comunicação. De seguida,
realizou-se uma análise quantitativa, com o intuito de avaliar a notoriedade e perceção
de marca junto do público-alvo. Realizou-se, ainda, uma análise qualitativa para
compreender o caráter diferenciador da NIXON relativamente aos seus concorrentes.
A partir dos dados obtidos, bem como da revisão bibliográfica, elaborou-se um plano de
comunicação integrada que pretende aumentar a notoriedade de marca, bem como
melhorar a perceção de marca junto dos consumidores-alvo.
ABSTRACT: The growing competitiveness of the fashion market, coupled with the existence of several brands within the same segment, leads to a greater need for brand differentiation. The sports action market is not different to this aspect, so the brands in this segment need to stand out not only regarding the products they sell, but also on the experiences they provide. NIXON, established in 1997 in the United States, is one of the leading brands in the action sports segment. Nevertheless, in Portugal the brand has a low reputation. Taking this into consideration, this work project aims to understand the current situation of the brand on the national market, seeking to establish new ways of achieving the desired objectives, with brand awareness being the most important one. With that being said, our approach started with an analysis of the state of the art regarding the concepts of fashion, luxury, marketing and communication. Subsequently, a quantitative analysis was carried out with the purpose of evaluating the brand awareness and perception among the target. A qualitative analysis was also carried out to understand the differentiation of NIXON in relation to its competitors. Based on the data obtained, together with the literature review, an integrated communication plan was developed, which aims to increase brand awareness as well as improve brand perception among target consumers.
ABSTRACT: The growing competitiveness of the fashion market, coupled with the existence of several brands within the same segment, leads to a greater need for brand differentiation. The sports action market is not different to this aspect, so the brands in this segment need to stand out not only regarding the products they sell, but also on the experiences they provide. NIXON, established in 1997 in the United States, is one of the leading brands in the action sports segment. Nevertheless, in Portugal the brand has a low reputation. Taking this into consideration, this work project aims to understand the current situation of the brand on the national market, seeking to establish new ways of achieving the desired objectives, with brand awareness being the most important one. With that being said, our approach started with an analysis of the state of the art regarding the concepts of fashion, luxury, marketing and communication. Subsequently, a quantitative analysis was carried out with the purpose of evaluating the brand awareness and perception among the target. A qualitative analysis was also carried out to understand the differentiation of NIXON in relation to its competitors. Based on the data obtained, together with the literature review, an integrated communication plan was developed, which aims to increase brand awareness as well as improve brand perception among target consumers.
Description
Trabalho de projeto apresentado à Escola Superior de Comunicação Social como requisito parcial para obtenção de grau de mestre em Publicidade e Marketing.
Keywords
Marketing Plano de comunicação integrada Marcas Identidade pessoal Moda Notoriedade das marcas Nixon Integrated communication plan Brands Personal identity Fashion Brands awareness
Citation
PONTINHA, Manuel Tiago Vieira da Silva Rodrigues - Plano de comunicação integrada para a marca NIXON. Lisboa: IPL, Escola Superior de Comunicação Social, 2017. Trabalho de projeto.
Publisher
Instituto Politécnico de Lisboa, Escola Superior de Comunicação Social