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Publication
Plano de Comunicação Integrado de Marketing para a marca FEEL® – Animal Welfare
| Name: | Description: | Size: | Format: | |
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| 3.5 MB | Adobe PDF |
Authors
Abstract(s)
O presente trabalho desenvolve um Plano de Comunicação Integrado de Marketing,
direcionado para a criação de valor no setor dos cuidados de saúde animal, com especial
incidência na área dos suplementos nutracêuticos destinados a cães e gatos. Fundamentado
numa análise aprofundada das tendências de mercado e das mudanças no comportamento
dos profissionais do setor veterinário, este projeto propõe estratégias orientadas para o
estabelecimento de relações sólidas, de proximidade e confiança com os principais decisores
de compra.
A proposta assenta na consolidação de uma marca com um posicionamento diferenciador,
alicerçada em soluções sustentáveis, inovadoras e adaptadas a um público exigente, que
valoriza a qualidade, o rigor científico e a eficácia comprovada. Apoiado numa abordagem
segmentada e numa comunicação personalizada, são delineadas ações específicas destinadas
a aumentar a notoriedade da marca, a reforçar vínculos emocionais com os clientes e a
fomentar a continuidade das relações comerciais.
Para além de promover produtos, este plano procura posicionar a marca enquanto parceira
estratégica no âmbito do bem-estar animal, integrando conhecimento técnico especializado,
sensibilidade comercial e uma visão prospetiva face aos desafios e oportunidades do setor.
This study develops an Integrated Marketing Communication Plan aimed at creating value in the animal health sector, with a particular focus on the field of nutraceutical supplements for dogs and cats. Based on an in-depth analysis of market trends and the evolving behaviour of professionals within the veterinary sector, it proposes strategies designed to establish solid, close, and trust-based relationships with key decision-makers. The proposal is anchored in building a distinctive brand positioning, founded on sustainable and innovative solutions tailored to a demanding audience that values quality, scientific rigour, and proven efficacy. Supported by a segmented approach and personalised communication, the plan outlines specific actions to enhance brand awareness, strengthen emotional bonds with clients, and foster long-term business relationships. Beyond product promotion, this plan seeks to position the brand as a strategic partner within the field of animal welfare, combining technical expertise, commercial insight, and a forward-looking vision in response to the challenges and opportunities in the sector.
This study develops an Integrated Marketing Communication Plan aimed at creating value in the animal health sector, with a particular focus on the field of nutraceutical supplements for dogs and cats. Based on an in-depth analysis of market trends and the evolving behaviour of professionals within the veterinary sector, it proposes strategies designed to establish solid, close, and trust-based relationships with key decision-makers. The proposal is anchored in building a distinctive brand positioning, founded on sustainable and innovative solutions tailored to a demanding audience that values quality, scientific rigour, and proven efficacy. Supported by a segmented approach and personalised communication, the plan outlines specific actions to enhance brand awareness, strengthen emotional bonds with clients, and foster long-term business relationships. Beyond product promotion, this plan seeks to position the brand as a strategic partner within the field of animal welfare, combining technical expertise, commercial insight, and a forward-looking vision in response to the challenges and opportunities in the sector.
Description
Keywords
Comunicação integrada de marketing Marketing relacional Bem-estar animal Diferenciação de marca