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Advisor(s)
Abstract(s)
Portugal reúne condições edafo-climáticas (clima e solo) para a produção de vinhos com características e qualidades únicas reconhecidas mundialmente. Os vinhos por cá produzidos variam consoante as regiões e as castas. Existe uma imensa diversidade de castas genuinamente portuguesas.
O vinho sempre teve um papel preponderante na economia portuguesa, as primeiras transações foram na primeira dinastia no reinado de D. Fernando. A região do Douro foi a primeira região demarcada por Sebastião José de Carvalho e Melo, também conhecido por Marquês de Pombal em 1756.
Esta indústria é marcada pela forte concorrência, é um mercado repleto de marcas, é também caracterizado pelo pouco know-how em Marketing das empresas em geral.
Este trabalho de projeto pretende analisar o estado PLC – Companhia de Vinhos do Alandroal no mercado nacional. Esta microempresa de carácter familiar, produtora de vinhos alentejanos, necessita de um novo rumo e encontrar novas soluções que possam revitalizar a marca. Para tal, este plano acumula uma revisão de literatura sobre os conceitos chave, reúne uma análise ao meio envolvente sobre a produção e consumo. Além disso, foi realizado um trabalho de recolha de informação através questionários aos consumidores deste tipo de produto, que permitiu assim suportar as estratégias tomadas para alavancar a marca e aumentar a sua notoriedade em Portugal.
ABSTRACT: Portugal gathers both weather and soil conditions for wine production and these are worldwide recognized for its characteristics and qualities. A Portuguese wine varies according to region and grape variety and there is a wide range of genuinely Portuguese wine grapes. Wine has always had a preponderant role in Portuguese economy, the first transactions being made on the first dynasty during D.Fernando’s reign. Douro region was the first to be classified by Sebastião José de Carvalho e Melo, popularly known as Marquis of Pombal, in 1756. Due to the array of brands in the market, this industry is marked by strong competition. Another feature of this market is the lack of Marketing know-how of wine companies in general. This work project intends to analyze the situation of PLC - Companhia de Vinhos do Alandroal, in the national market. This small family business, produces wine from Alentejo (a Portuguese region in the South), needs to find a new path and solutions to bring its brand back to life. To do so, this plan puts together a literature review of key concepts and an analysis to the surrounding environment of the production and consumption. In addition to this, through questionnaires handled to wine consumers, i have gathered enough information to support new strategies suggested to leverage the brand and increase its notoriety in Portugal.
ABSTRACT: Portugal gathers both weather and soil conditions for wine production and these are worldwide recognized for its characteristics and qualities. A Portuguese wine varies according to region and grape variety and there is a wide range of genuinely Portuguese wine grapes. Wine has always had a preponderant role in Portuguese economy, the first transactions being made on the first dynasty during D.Fernando’s reign. Douro region was the first to be classified by Sebastião José de Carvalho e Melo, popularly known as Marquis of Pombal, in 1756. Due to the array of brands in the market, this industry is marked by strong competition. Another feature of this market is the lack of Marketing know-how of wine companies in general. This work project intends to analyze the situation of PLC - Companhia de Vinhos do Alandroal, in the national market. This small family business, produces wine from Alentejo (a Portuguese region in the South), needs to find a new path and solutions to bring its brand back to life. To do so, this plan puts together a literature review of key concepts and an analysis to the surrounding environment of the production and consumption. In addition to this, through questionnaires handled to wine consumers, i have gathered enough information to support new strategies suggested to leverage the brand and increase its notoriety in Portugal.
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
Marketing Plano de marketing Produtora de vinhos Consumo PLC – Companhia de Vinhos do Alandroal, Lda Portugal Marketing plan Wine producer Consumption
Citation
Amaral, P.S.B.S. (2018). Plano de marketing : PLC - Companhia de Vinhos do Alandroal. Trabalho de projeto do mestrado. IPL, Escola Superior de Comunicação Social, Lisboa, Portugal.
Publisher
Instituto Politécnico de Lisboa, Escola Superior de Comunicação Social