Bloco Kondzilla: muito mais que um canal de funk
Tipo
TCC
Data de publicação
2022-06
Periódico
Citações (Scopus)
Autores
Oliveira, Naya
Magagna, Rafaela
Forte, Rodrigo
Magagna, Rafaela
Forte, Rodrigo
Orientador
Panontin, Paulo Cesar
Título da Revista
ISSN da Revista
Título de Volume
Membros da banca
Programa
Resumo
O projeto desenvolveu uma campanha para a holding Kondzilla, atuante no segmento musical, realizando eventos, produções audiovisuais e diversos projetos relacionados ao meio do funk, gênero musical em constante crescimento no Brasil e no mundo. O presente trabalho tem como objetivo propor estratégias e ações de marketing e comunicação capazes de aumentar seu reconhecimento de marca, bem como defender seus respectivos valores e expandir a área de eventos, mais especificamente o BlocoKondzilla, fenômeno realizado no carnaval de São Paulo com intuito de aumentar ainda mais sua popularidade. Para atingir os resultados, nós da agência Tornando Comum, analisamos os ambientes internos e externos da empresa com a finalidade de conhecer as forças e fraquezas, bem como as oportunidades, competitividades e ameaças do mercado por meio de três analises: SWOT, matrizes Ansoff e 5 Forças de Porter. Realizamos uma pesquisa exploratória e quantitativa, respondida por XX pessoas (homens e mulheres, de 18 a 35 anos, que escutam funk) com intuito de conhecer melhor o público. O grupo em específico respondeu um questionário sobre seus hábitos e comportamentos em relação a música, funk, cenário pós-pandêmico e carnaval. A partir desta análise detalhada, foram propostas ações de marketing e de comunicação para atingir os objetivos desejados.
The project developed a campaign for Holding Kondzilla, which operates in the musicalsegment, holding events, audiovisual productions and various projects related to funk, a musicalgenre that is constantly growing in Brazil and worldwide. This work aims to propose marketingand communication strategies and actions capable of increasing brand recognition, defending the brand's values and expanding the area of events, more specifically the BlocoKondzilla, an event held at the Carnival of São Paulo in order to increase even more its popularity.To achieve the results, we at the Tornar Comum agency analyzed the company's internal and external environments in order to know the strengths and weaknesses, as well as the opportunities, competitiveness and threats of the market through three analyses: SWOT, Ansoffmatrices and 5 Porter's forces. We carried out an exploratory and quantitative survey, answeredby XX people (men and women, from 18 to 35 years old, who listen to funk) in order to get toknow the public better. The specific group answered a questionnaire about their habits and behaviors in relation to music, funk, post-pandemic scenario and carnival. Based on this detailed analysis, marketing and communication actions were proposed to achieve the desired objectives.
The project developed a campaign for Holding Kondzilla, which operates in the musicalsegment, holding events, audiovisual productions and various projects related to funk, a musicalgenre that is constantly growing in Brazil and worldwide. This work aims to propose marketingand communication strategies and actions capable of increasing brand recognition, defending the brand's values and expanding the area of events, more specifically the BlocoKondzilla, an event held at the Carnival of São Paulo in order to increase even more its popularity.To achieve the results, we at the Tornar Comum agency analyzed the company's internal and external environments in order to know the strengths and weaknesses, as well as the opportunities, competitiveness and threats of the market through three analyses: SWOT, Ansoffmatrices and 5 Porter's forces. We carried out an exploratory and quantitative survey, answeredby XX people (men and women, from 18 to 35 years old, who listen to funk) in order to get toknow the public better. The specific group answered a questionnaire about their habits and behaviors in relation to music, funk, post-pandemic scenario and carnival. Based on this detailed analysis, marketing and communication actions were proposed to achieve the desired objectives.
Descrição
Palavras-chave
campanha , marketing , comunicação , segmento musical , funk , carnaval , Brasil , campaign , marketing , communication , musical segment , funk , carnaval , Brazil