Raising your arms towards branding: how Narta found its place in a mature market
Autor(a) principal: | |
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Data de Publicação: | 2017 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10071/15461 |
Resumo: | The main purpose of this project is to understand how a brand can differentiate itself in a mature market, having as key drivers the Brand Experience and Brand Communication Management. In this case, these conceptual models will be applied to Garnier’s deodorant brand – Narta. Narta is a ten years old brand in Portugal of deodorants, sold in the mass-market circuit and with a flat performance in the last years. "What people really desire are not products but satisfying experiences" (Abbot, 1955). This quote highlights the increasing importance of experiencing a brand and how it can lead to a powerful and unique differentiation strategy. Regarding Brand Experience dimension, the constructs of parity and similarity will be analyzed and, in order to provide a strong differentiation, the Isomorphic Change Model will help us to guide the management of external and internal pressures that pushes into similarity and parity. At last, a brief look at the Herzberg’s motivational theory will be performed in order to fully understand the positive impact of a brand differentiation in the consumers’ satisfaction/dissatisfaction dichotomy. Communicating such difference will make a brand valuable and considered when the purchase act occurs. Matching the importance of the consumer journey with an Integrated Marketing Communication plan, Narta will be able to communicate its new positioning and enhance its performance. This study will not only take in consideration market insights from Nielsen but also shopper and consumer insights in both quantitative and qualitative ways from independent agencies. These studies will help to establish a proper conclusion about the brand’s perception and the brand’s competitiveness when comparing with other deodorants brands in Portugal. Hence, this project aims to diagnose the reason beyond the flat performance of Narta and implement a new positioning, expressed with the proper Marketing Communication Plan. Matching the theory with the reality of daily business will lead to a positive impact on Narta’s performance in the deodorant market, helping the brand to reach its fair position in awareness and image fields while leveraging its sales in this competitive and mature but huge market. |
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Raising your arms towards branding: how Narta found its place in a mature marketBrandingBrand experienceBrand awarenessBrand communicationComunicaçãoEstratégias de marketingPublicidadeMarca comercialMarketing de produtosThe main purpose of this project is to understand how a brand can differentiate itself in a mature market, having as key drivers the Brand Experience and Brand Communication Management. In this case, these conceptual models will be applied to Garnier’s deodorant brand – Narta. Narta is a ten years old brand in Portugal of deodorants, sold in the mass-market circuit and with a flat performance in the last years. "What people really desire are not products but satisfying experiences" (Abbot, 1955). This quote highlights the increasing importance of experiencing a brand and how it can lead to a powerful and unique differentiation strategy. Regarding Brand Experience dimension, the constructs of parity and similarity will be analyzed and, in order to provide a strong differentiation, the Isomorphic Change Model will help us to guide the management of external and internal pressures that pushes into similarity and parity. At last, a brief look at the Herzberg’s motivational theory will be performed in order to fully understand the positive impact of a brand differentiation in the consumers’ satisfaction/dissatisfaction dichotomy. Communicating such difference will make a brand valuable and considered when the purchase act occurs. Matching the importance of the consumer journey with an Integrated Marketing Communication plan, Narta will be able to communicate its new positioning and enhance its performance. This study will not only take in consideration market insights from Nielsen but also shopper and consumer insights in both quantitative and qualitative ways from independent agencies. These studies will help to establish a proper conclusion about the brand’s perception and the brand’s competitiveness when comparing with other deodorants brands in Portugal. Hence, this project aims to diagnose the reason beyond the flat performance of Narta and implement a new positioning, expressed with the proper Marketing Communication Plan. Matching the theory with the reality of daily business will lead to a positive impact on Narta’s performance in the deodorant market, helping the brand to reach its fair position in awareness and image fields while leveraging its sales in this competitive and mature but huge market.O principal objetivo deste projeto é perceber como uma marca se consegue diferenciar num mercado maduro, tendo como principais vetores a Gestão da Experiência e da Comunicação da Marca. Neste caso, iremos aplicar os modelos conceptuais serão aplicados à marca de desodorizantes Narta, de Garnier. Narta é uma marca presente há dez anos em Portugal no segmento de desodorizantes, comercializada no circuito dos Produtos de Grande Consumo, mas com uma performance estável nos últimos anos. "O que as pessoas realmente desejam não são produtos, mas experiências que as satisfaçam" (Abbot, 1955). Esta citação sublinha a importância crescente da Experiência de Marca e como ela pode conduzir a uma estratégia de diferenciação. Considerando a Experiência de Marca, os conceitos de paridade e semelhança serão analisados e, de modo a tornar possível a diferenciação, o Modelo da Mudança Isomórfica irá permitir gerir as pressões internas e externas que conduzem à paridade e/ou à semelhança. Por último, realizaremos uma breve análise da teoria motivacional de Herzberg para perceber o impacto positivo da diferenciação da marca na dicotomia satisfação/dessatisfação dos consumidores. Comunicar tal diferença irá tornar a marca mais valiosa e considerada aquando do ato de compra. Combinando a importância do caminho do consumidor em direção à compra com um Plano de Comunicação Integrado, Narta será então capaz de comunicar o seu novo posicionamento e, por consequente, melhorar a sua performance. Este estudo terá em consideração não só dados de mercado providenciados pela Nielsen mas também dados de comprador e consumidor, quantitativos e qualitativos, providenciados por agências independentes. Estes estudos irão ajudar a inferir acerca da perceção e competitividade da marca, em comparação com as restantes marcas de desodorizantes em Portugal. Em jeito de conclusão, propomo-nos a diagnosticar as razões que estão por detrás da performance estável da marca Narta e implementar um novo posicionamento, comunicado com um plano de Comunicação Integrado próprio. Combinando a teoria com a realidade diária do negócio, o projeto irá criar um impacto positivo no desempenho de Narta permitindo que atinja a sua justa posição em termos de awareness e imagem e ao mesmo tempo incrementar as suas vendas neste competitivo, maduro, mas relevante mercado.2018-03-27T14:04:51Z2021-03-27T00:00:00Z2017-12-22T00:00:00Z2017-12-222017-10info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfapplication/octet-streamhttp://hdl.handle.net/10071/15461TID:201828928engGonçalinho, David José do Carmo Chalbert Cardeirainfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-11-09T17:38:55Zoai:repositorio.iscte-iul.pt:10071/15461Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T22:17:51.636958Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Raising your arms towards branding: how Narta found its place in a mature market |
title |
Raising your arms towards branding: how Narta found its place in a mature market |
spellingShingle |
Raising your arms towards branding: how Narta found its place in a mature market Gonçalinho, David José do Carmo Chalbert Cardeira Branding Brand experience Brand awareness Brand communication Comunicação Estratégias de marketing Publicidade Marca comercial Marketing de produtos |
title_short |
Raising your arms towards branding: how Narta found its place in a mature market |
title_full |
Raising your arms towards branding: how Narta found its place in a mature market |
title_fullStr |
Raising your arms towards branding: how Narta found its place in a mature market |
title_full_unstemmed |
Raising your arms towards branding: how Narta found its place in a mature market |
title_sort |
Raising your arms towards branding: how Narta found its place in a mature market |
author |
Gonçalinho, David José do Carmo Chalbert Cardeira |
author_facet |
Gonçalinho, David José do Carmo Chalbert Cardeira |
author_role |
author |
dc.contributor.author.fl_str_mv |
Gonçalinho, David José do Carmo Chalbert Cardeira |
dc.subject.por.fl_str_mv |
Branding Brand experience Brand awareness Brand communication Comunicação Estratégias de marketing Publicidade Marca comercial Marketing de produtos |
topic |
Branding Brand experience Brand awareness Brand communication Comunicação Estratégias de marketing Publicidade Marca comercial Marketing de produtos |
description |
The main purpose of this project is to understand how a brand can differentiate itself in a mature market, having as key drivers the Brand Experience and Brand Communication Management. In this case, these conceptual models will be applied to Garnier’s deodorant brand – Narta. Narta is a ten years old brand in Portugal of deodorants, sold in the mass-market circuit and with a flat performance in the last years. "What people really desire are not products but satisfying experiences" (Abbot, 1955). This quote highlights the increasing importance of experiencing a brand and how it can lead to a powerful and unique differentiation strategy. Regarding Brand Experience dimension, the constructs of parity and similarity will be analyzed and, in order to provide a strong differentiation, the Isomorphic Change Model will help us to guide the management of external and internal pressures that pushes into similarity and parity. At last, a brief look at the Herzberg’s motivational theory will be performed in order to fully understand the positive impact of a brand differentiation in the consumers’ satisfaction/dissatisfaction dichotomy. Communicating such difference will make a brand valuable and considered when the purchase act occurs. Matching the importance of the consumer journey with an Integrated Marketing Communication plan, Narta will be able to communicate its new positioning and enhance its performance. This study will not only take in consideration market insights from Nielsen but also shopper and consumer insights in both quantitative and qualitative ways from independent agencies. These studies will help to establish a proper conclusion about the brand’s perception and the brand’s competitiveness when comparing with other deodorants brands in Portugal. Hence, this project aims to diagnose the reason beyond the flat performance of Narta and implement a new positioning, expressed with the proper Marketing Communication Plan. Matching the theory with the reality of daily business will lead to a positive impact on Narta’s performance in the deodorant market, helping the brand to reach its fair position in awareness and image fields while leveraging its sales in this competitive and mature but huge market. |
publishDate |
2017 |
dc.date.none.fl_str_mv |
2017-12-22T00:00:00Z 2017-12-22 2017-10 2018-03-27T14:04:51Z 2021-03-27T00:00:00Z |
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info:eu-repo/semantics/publishedVersion |
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http://hdl.handle.net/10071/15461 TID:201828928 |
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