Campanha experimental RappiBank: plataforma de comércio digital
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Tipo
TCC
Data de publicação
2022-06
Periódico
Citações (Scopus)
Autores
Luz, Anna Carolina Santana
Saad, Eric
Nicolau, José Fernando Carneiro Rodrigues Rito
Nascimento, Ingrid
Hoffmann, Vitor
Lourenço, Vivian
Saad, Eric
Nicolau, José Fernando Carneiro Rodrigues Rito
Nascimento, Ingrid
Hoffmann, Vitor
Lourenço, Vivian
Orientador
Zafaneli, Eduardo Santos Rocha
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Resumo
Campanha de Marketing e Comunicação desenvolvida para a empresa RappiBank, com objetivo de analisar forças, fraquezas, oportunidades e ameaças para a empresa ampliar seu alcance no público de 35 a 50 anos, classes A e B, de São Paulo. Após realização de uma pesquisa de mercado, foi possível constatar que a marca trabalha com benefícios exclusivos dentro do aplicativo e tem como diferencial uma alta porcentagem de cashback frente à concorrência. Por outro lado, a empresa deve investir no posicionamento da marca, além de aumentar a visibilidade do RappiBank dentro e fora do aplicativo.
Marketing and Communication Campaign developed for the company RappiBank, with the objective of analyzing strengths, weaknesses, opportunities and threats for the company to expand its reach in the public between 35 and 50 years old, classes A and B, in São Paulo. After conducting a benchmarking it was possible to verify that the brand works with exclusive benefits within the application and has a high percentage of cashback as a differential compared to the competition. On the other hand, the company must invest in brand positioning, in addition to increasing RappiBank’s visibility inside and outside the app.
Marketing and Communication Campaign developed for the company RappiBank, with the objective of analyzing strengths, weaknesses, opportunities and threats for the company to expand its reach in the public between 35 and 50 years old, classes A and B, in São Paulo. After conducting a benchmarking it was possible to verify that the brand works with exclusive benefits within the application and has a high percentage of cashback as a differential compared to the competition. On the other hand, the company must invest in brand positioning, in addition to increasing RappiBank’s visibility inside and outside the app.
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banco digital , tecnologia , campanha , marketing , comunicação , fintechs , digital bank , technology , campaign , marketing , communication