A importância da comunicação integrada de marketing para o lançamento e construção do valor de marca no setor alimentar português

: o caso da marca de açaí Manuê

Abstract

The aim of this work is to draw up an Integrated Marketing Communications Plan (IMC) for the launch of the Brazilian Açaí brand, Manuê, by planning a communications strategy for consumers and potential franchisees of the brand in Portugal, which involves building a strong brand in the market. During the development of this project, it was noticed that the brand has little know-how in the area of marketing and communication, as well as not having a strategic plan. Therefore, this work aims to build an integrated marketing communication plan for the launch of a brand in Portugal (Manuê), in order to contribute to the success of the brand and the subsequent launch of a franchise network. In regards to the methodology adopted in this plan, a descriptive study and a sequential mixed methods approach was adopted, using non-probabilistic sampling. The data collection techniques included secondary and primary data, through a semi-structured interview with the brand's founder, and the implementation of a questionnaire survey with 223 individuals. A qualitative situational analysis of the brand, its competitors and the açaí market in Portugal was also carried out. The results obtained show that the main target audience - açaí lovers, identifies digital channels (social networks - Instagram) as the preferred communication tool, in addition to recommendations from acquaintances as a way of arousing interest in getting to know a new brand. The project also seeks to structure the communication between the head office in Brazil and its employees and franchisees, in order to keep the brand's positioning respected at all times and contribute to its success. In short, the tactics suggested for this plan were devised with the assumption of covering the preferences and habits of the main target audiences, taking into account the desired brand positioning, which arises in an attempt to address something that is not yet addressed by the market players in Portugal. It is therefore essential that the message conveyed by all the channels chosen is always aligned with and respects the brand's positioning. In terms of limitations and recommendations for future studies, there were limitations regarding the generalization of the results obtained from the collection of primary data, since the uniqueness of regional cultures, economic conditions and consumer behaviour can limit the conclusions, in addition to the fact that the business side of the project could not be discussed exhaustively due to time and resource constraints.

Date of Award	8 May 2024
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Patrícia Tavares (Supervisor)