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O objetivo geral deste Projeto Científico é o de elaborar um Plano de Marketing para as marcas próprias da empresa Sogenave, S.A, com o intuito de aumentar as vendas, melhorar a notoriedade da marca, e aumentar a quota de mercado, através da geração de leads qualificadas no segmento HoReCa.
A Sogenave apresenta-se como um dos maiores operadores nacionais na área da distribuição alimentar e não alimentar. Compra, vende e distribui por todo o território nacional, para o retalho e para canal HoReCa, uma vasta gama de produtos alimentares e não alimentares. A empresa atualmente dispõe de 12 marcas próprias, que se dividem por segmentos alimentares. Cada uma destas marcas apresentam-se com posicionamentos e identidades visuais distintas entre si, e sem qualquer semelhança ou ligação à identidade da empresa que representam, a Sogenave.
A estrutura do Projeto abrange quatro etapas. A primeira incide na Caracterização do Mercado e da empresa em que será aplicado o plano. Segue-se o Enquadramento Teórico, respeitante aos temas pertinentes para a investigação. A terceira etapa descreve o método utilizado na Investigação de Suporte, e por último, segue-se com o Desenvolvimento do Plano de Inbound Marketing. Este inicia-se com uma análise tanto do meio interno como do externo, seguida pela Formulação da Estratégia, e o Plano de Ação. A fim de atingir os objetivos pretendidos, foram traçadas ações baseadas no Marketing-Mix para a marca Eurochefe: definição de gama e preços, comunicação digital, marketing de conteúdos, comunicação tradicional, etc.
A estratégia delineada foi pensada de forma a ser passível de ser implementada num futuro próximo pela empresa em estudo.
The overall objective of this Scientific Project is to develop a Marketing Plan for Sogenave S.A.’s Private Label brands, with the aim of increasing sales, improving brand awareness, and expanding market share, while strengthening brand positioning within the HoReCa segment. Sogenave is one of the largest national operators in the food and non-food distribution sector. It purchases, sells, and distributes, throughout the entire national territory, a wide range of food and non-food products to both the retail and HoReCa channels. The company currently owns 12 private labels, divided among different food segments. Each of these brands presents distinct positioning and visual identities, without any similarity or connection to the identity of the company they belong to, Sogenave. The structure of this Project encompasses four stages. The first focuses on the characterization of the market and the company to which the plan will be applied. This is followed by the Theoretical Framework, addressing the key topics relevant to the research. The third stage describes the method used in the Supporting Research, and finally, the project concludes with the Development of the Inbound Marketing Plan. This begins with an analysis of both the internal and external environments, followed by the formulation of the strategy, and finally, the Action Plan. To achieve the intended objectives, actions based on the Marketing Mix were designed for the Eurochefe brand: product range and pricing definition, digital communication, content marketing, traditional communication, among others. The strategy outlined was conceived so that it could feasibly be implemented by the company under study in the near future.
The overall objective of this Scientific Project is to develop a Marketing Plan for Sogenave S.A.’s Private Label brands, with the aim of increasing sales, improving brand awareness, and expanding market share, while strengthening brand positioning within the HoReCa segment. Sogenave is one of the largest national operators in the food and non-food distribution sector. It purchases, sells, and distributes, throughout the entire national territory, a wide range of food and non-food products to both the retail and HoReCa channels. The company currently owns 12 private labels, divided among different food segments. Each of these brands presents distinct positioning and visual identities, without any similarity or connection to the identity of the company they belong to, Sogenave. The structure of this Project encompasses four stages. The first focuses on the characterization of the market and the company to which the plan will be applied. This is followed by the Theoretical Framework, addressing the key topics relevant to the research. The third stage describes the method used in the Supporting Research, and finally, the project concludes with the Development of the Inbound Marketing Plan. This begins with an analysis of both the internal and external environments, followed by the formulation of the strategy, and finally, the Action Plan. To achieve the intended objectives, actions based on the Marketing Mix were designed for the Eurochefe brand: product range and pricing definition, digital communication, content marketing, traditional communication, among others. The strategy outlined was conceived so that it could feasibly be implemented by the company under study in the near future.
Descrição
Trabalho de projeto apresentado à Escola Superior de Comunicação Social como parte dos requisitos para obtenção de grau de mestre em Publicidade e Marketing.
Palavras-chave
Plano de Marketing Business to Business Marcas Próprias Inbound Marketing Distribuição Alimentar