Campanha experimental: campanha experimental Lowko
Carregando...
Tipo
TCC
Data de publicação
2022-06
Periódico
Citações (Scopus)
Autores
Canhada, Arthur
Ranieri, Francesco de
Issao, Rafael
Cardoso, Rebeca
Sobreira, Victoria
Ranieri, Francesco de
Issao, Rafael
Cardoso, Rebeca
Sobreira, Victoria
Orientador
Zafaneli, Eduardo Santos Rocha
Título da Revista
ISSN da Revista
Título de Volume
Membros da banca
Programa
Resumo
Nos últimos anos, dados mostram que o mercado de sorvetes no Brasil vem crescendo e se diversificando. Assim como em outros ramos do setor alimentício, o mercado tem acompanhado as novas tendências e hábitos dos consumidores e, assim, criado oportunidades para o surgimento de novos conceitos e produtos. Nota-se também uma recente onda de conscientização e preferência entre os brasileiros para o consumo de alimentos mais saudáveis. Nesse viés, a Lowko demonstra diversas características que a colocam como uma marca promissora no mercado em que atua, principalmente pela sua essência em oferecer ao mercado sorvetes saborosos e compostos por ingredientes de baixas calorias. Assim, o seguinte trabalho apresenta um estudo de mercado completo sobre a marca, com o intuito de compreender o cenário atual do mercado de sorvetes no Brasil para então definir, de forma estratégica, a maneira correta como a empresa deve se posicionar, para não depender de ações promocionais e conquistar novos clientes, tornando-se a principal marca do nicho saudável. Para atingir essa meta, a agência Scopo propõe a ação #VaideLowko, cujo objetivo é posicionar os Lowko Pops como um convite a uma vida ativa e balanceada através de um produto que pode ser consumido a qualquer hora do dia, sem preocupações.
In recent years, data show that ice cream ́s market in Brazil has been growing and diversifying. As in other branches of the food sector, the market has followed the new trends and habits of consumers and created opportunities for the emergence of new concepts and products. There is also a recent wave of awareness and preference among Brazilians for the consumption of healthier foods. In this context, Lowko demonstrates several characteristics that place it as a promising brand in the market in which it operates, mainly due to its essence in offering the market tasty ice creams composed of low-calorie ingredients. Thus, the following work presents a complete market study on the brand, to understand the current scenario of the ice cream market in Brazil and then strategically define the correct way in which the company should position itself, in order not to depend on promotional actions and yes conquer new customers, becoming the main brand of healthy ice cream. To achieve this goal, the Scopo agency proposes the action #VaideLowko, whose objective is to position Lowko Pops as an invitation to a more active and balanced life, as a product that can be consumed at any time of the day, without worry.
In recent years, data show that ice cream ́s market in Brazil has been growing and diversifying. As in other branches of the food sector, the market has followed the new trends and habits of consumers and created opportunities for the emergence of new concepts and products. There is also a recent wave of awareness and preference among Brazilians for the consumption of healthier foods. In this context, Lowko demonstrates several characteristics that place it as a promising brand in the market in which it operates, mainly due to its essence in offering the market tasty ice creams composed of low-calorie ingredients. Thus, the following work presents a complete market study on the brand, to understand the current scenario of the ice cream market in Brazil and then strategically define the correct way in which the company should position itself, in order not to depend on promotional actions and yes conquer new customers, becoming the main brand of healthy ice cream. To achieve this goal, the Scopo agency proposes the action #VaideLowko, whose objective is to position Lowko Pops as an invitation to a more active and balanced life, as a product that can be consumed at any time of the day, without worry.
Descrição
Palavras-chave
alimentação , vida saudável , atividade , saúde , marketing digital , estratégia de marketing , food , healthy life , activity , health , digital marketing , marketing strategy