White Horse
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Tipo
TCC
Data de publicação
2023-12-12
Periódico
Citações (Scopus)
Autores
Oliveira, Bruna Fernanda Berchior de
Salles, Lavínia Aparecida Nunes de
Melo, Luana Araujo de
Rabelo, Marcelo Nobre
Assunção, Victor de Souza
Salles, Lavínia Aparecida Nunes de
Melo, Luana Araujo de
Rabelo, Marcelo Nobre
Assunção, Victor de Souza
Orientador
Zafaneli, Eduardo Santos Rocha
Título da Revista
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Membros da banca
Programa
Resumo
Este trabalho tem por objetivo desenvolver uma
campanha experimental para a marca White Horse, do
segmento de Whisky no mercado de bebidas alcoólicas.
A marca integra o portfólio da maior empresa do
segmento, a Diageo, mas ainda não possui o market
share e o share of mind próximos aos principais
concorrentes.
Por esse motivo, utilizou-se de metodologias de
pesquisa de mercado, análise competitiva e estratégica
para identificar as oportunidades existentes para que
a marca possa contornar suas fraquezas e ameaças,
alcançando os objetivos de comunicação e de
marketing propostos.
Os objetivos de comunicação e marketing foram
estabelecidos após entendermos que, apesar de a
White Horse ser parte de um forte grupo de marcas,
ainda é tratada como marca de apoio, que acaba por
limitar sua aproximação com seu público alvo, o que
demanda um aumento de awareness para que, por
consequência, tenha o aumento de suas vendas e
faturamento.
This paper aims to develop an experimental campaign for the White Horse brand, in the Whiskey segment of the alcoholic beverages market. The brand is part of Diageo’s portfolio, the largest company in the segment, but still does not have market share and share of mind rates close to its main competitors. For this reason, market research, competitive and strategic analysis methodologies were used to identify existing opportunities so that the brand can overcome its weaknesses and threats, achieving the proposed communication and marketing objectives. The communication and marketing objectives were established after we understood that, despite White Horse being part of a strong group of brands, it is still treated as a support brand, which ends up limiting its approach to its target audience, which demands an increase in brand awareness so that, as a result, it can increase sales and revenue.
This paper aims to develop an experimental campaign for the White Horse brand, in the Whiskey segment of the alcoholic beverages market. The brand is part of Diageo’s portfolio, the largest company in the segment, but still does not have market share and share of mind rates close to its main competitors. For this reason, market research, competitive and strategic analysis methodologies were used to identify existing opportunities so that the brand can overcome its weaknesses and threats, achieving the proposed communication and marketing objectives. The communication and marketing objectives were established after we understood that, despite White Horse being part of a strong group of brands, it is still treated as a support brand, which ends up limiting its approach to its target audience, which demands an increase in brand awareness so that, as a result, it can increase sales and revenue.
Descrição
Trabalho aprovado com o conceito EXCELENTE.
Palavras-chave
White Horse , whisky , bebidas alcoólicas , campanha , awareness , publicidade , marketing