Campanha experimental Honda X-ADV
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Tipo
TCC
Data de publicação
2022-06
Periódico
Citações (Scopus)
Autores
Souza, Bruno
Demari, Guilherme
Crema, Luiza
Ruiz, Nathasha
Forstman, Vinicius
Demari, Guilherme
Crema, Luiza
Ruiz, Nathasha
Forstman, Vinicius
Orientador
Zafaneli, Eduardo Santos Rocha
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Resumo
O projeto tem por finalidade desenvolver uma campanha experimental para a motocicleta X-ADV, pioneira
em seu segmento. A marca Honda tem a estratégia de inovar seu mix de produtos no Brasil e se posicionar como uma marca inovadora. Pensando nisso, utilizamos metodologias de diagnóstico e pesquisas de mercado para entender a percepção de mercado sobre a categoria de scooters. A partir disso construímos um plano de comunicação. Como o produto não é conhecido pelo público-alvo, focamos em uma campanha de awareness e posteriormente de vendas, que aumente em 18% o volume de vendas comparando no semestre comparado com o semestre anterior. Visando posicionar a X-ADV como uma moto versátil, moderna, divertida e que mescle o uso na cidade e off road, trouxemos o conceito de hibridismo para a campanha, para evidenciar sua flexibilidade.
This project has the goal to develop an experimental campaign for the X-ADV motorcycle, the pioneer in its segment. The Honda Brand has the strategy to innovate its product mix in Brazil and position itself as an innovative brand. Thinking of that, we used diagnostically methodologies and market researches to further comprehend the market’s perception of the Scooter’s category. From there, we built a communication plan. As the product is not widely known by the target audience, we focused first on an awareness campaign and after on sales, to increase by 18% the volume of sales compared to the last semester. Looking forward to position X-ADV as a modern, fun, and versatile motorcycle, that intertwines its city and off road aspects, we implemented the concept of hybridism to our campaign, to further evidentiate its flexibility.
This project has the goal to develop an experimental campaign for the X-ADV motorcycle, the pioneer in its segment. The Honda Brand has the strategy to innovate its product mix in Brazil and position itself as an innovative brand. Thinking of that, we used diagnostically methodologies and market researches to further comprehend the market’s perception of the Scooter’s category. From there, we built a communication plan. As the product is not widely known by the target audience, we focused first on an awareness campaign and after on sales, to increase by 18% the volume of sales compared to the last semester. Looking forward to position X-ADV as a modern, fun, and versatile motorcycle, that intertwines its city and off road aspects, we implemented the concept of hybridism to our campaign, to further evidentiate its flexibility.
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publicidade , campanha , mercado , plano de comunicação , motocicleta , hibridismo , inovação , publicity , campaign , market , communication plan , motorcycle , hybridity , innovation