Azeite biológico em Portugal

: projeto de implementação estratégico de marketing e comunicação no mercado nacional da marca “Pedra da Neta"

Abstract

This project consists of a Product Launch Guide for “Pedra da Neta” organic olive oil’s entrance into the national (Portuguese) market. The brand aims to respond to a growing interest in organic food, a marketing where demand is rising, but production remains incipient.
In the first phase, research was undertaken to understand the concept of brand creation, as well as the notion of identify, value and positioning. This enables a certain product to become identifiable among several others with similar or identical features.
The challenge is mainly the entrance in a mature market – the olive oil industry – as well as understanding the consumer of the 21st century. In a sector that is becoming ever more competitive, and with consumers becoming ever more aware and informed, brands are focusing on attaining a close relation with the public. However, this can only be achieved if the organisation knows and understands its target or segment.
An online survey based a sample of 570 respondents enabled the identification of the motivations behind the consumption of organic products, namely the search for a experience and the need to adopt a new lifestyle, in harmony with the environment
An Integrated Marketing Communications plan was created to respond to these objectives, which involved the analysis of the market and Pedra da Neta’s threats and opportunities, followed by a survey of existing brands and potential competitors. Once the strategy was defined and the target to which the brand should channel its communications was identified, different areas of actuation were also selected, aimed at operating according to the desired positioning and product lifecycle.
Finally, a brand-led approach towards distribution was proposed, knowing that there is no internal capacity for the existence of a salesforce department, which means that the presence in different channels should be based on specialised, and geographically organised, distributors.

Date of Award	26 Apr 2018
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Nuno Goulart Brandão (Supervisor)