Plano de marketing : Nunex

Abstract

The work carried out stems from an internship carried out in the entity IAPMEI, I.P., in which one of the tasks performed was the elaboration of a Marketing Plan (MP) for a Portuguese Small and Medium Company (SME), Nunex Worldwide. The present study focused on the company's own brand (Nunex), focusing on increasing brand awareness in the domestic market and increasing its turnover by 10% by the end of 2021. The company's activity focuses on the production of paper-based hygiene products.
The elaboration of the MP was based on the methodology of action-research and was designed according to McDonald and Wilson’s model (2011). The collection of primary data was based on 2 questionnaires shared on Facebook being the main objective the acknowledge of what was the brand awareness that Nunex enjoyed with the respondents. Also, interviews were conducted with Nunex’s staff in order to obtain essential information for a characterization of the organization. The collected secondary data allowed to make an internal analysis of the company and its environment. The combination of information that was obtained enabled the establishment of marketing tactics and strategies to achieve the proposed objectives.
The development of this MP allowed to conclude that Nunex should engage in new marketing strategies, with a focus on relational marketing and communication, to bolster its notoriety on the Portuguese market, through a brand image associated with quality and national manufacture.

Date of Award	17 Jul 2018
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Ana Filipa da Rocha de Castro e Côrte-Real (Supervisor)