Communication plan of Sonae Sierra´s gift card surprise
Autor(a) principal: | |
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Data de Publicação: | 2013 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10071/14904 |
Resumo: | The purpose of this master's thesis was the development of a Communication Plan for the Surprise Gift Card, a product that will soon be launched by the Sonae Sierra Company. After a thorough evaluation of the financial trends of the Gift Vouchers sales (B2B and B2C), the company found that it was necessary to replace the current voucher for the card format and, at this moment, it is in development the future Surprise Gift Card (B2C model). With respect to the product Surprise, it is facing a problem of seasonality and its degree of notoriety in the market is very low compared with other competitors. Given this situation, this present communication plan will have two main objectives: to enhance brand awareness and increase purchase intention of the brand in the target audience. To support the plan it was necessary to conduct a profound analysis of the external and internal environment to the product Surprise, using primary and secondary data, which allowed reaching a set of insights and conclusions. Therefore, the Surprise Gift Card communication plan drawn up for one year, consisted of a large range of promotional activities and brand activations, as well as, in combining different communication tools in order to create an integrated and effective plan, taking into account the proposed goals. |
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Communication plan of Sonae Sierra´s gift card surpriseGift cardCommunicationCommunication planShopping centersCartão presenteComunicaçãoPlano de comunicaçãoCentros comerciaisThe purpose of this master's thesis was the development of a Communication Plan for the Surprise Gift Card, a product that will soon be launched by the Sonae Sierra Company. After a thorough evaluation of the financial trends of the Gift Vouchers sales (B2B and B2C), the company found that it was necessary to replace the current voucher for the card format and, at this moment, it is in development the future Surprise Gift Card (B2C model). With respect to the product Surprise, it is facing a problem of seasonality and its degree of notoriety in the market is very low compared with other competitors. Given this situation, this present communication plan will have two main objectives: to enhance brand awareness and increase purchase intention of the brand in the target audience. To support the plan it was necessary to conduct a profound analysis of the external and internal environment to the product Surprise, using primary and secondary data, which allowed reaching a set of insights and conclusions. Therefore, the Surprise Gift Card communication plan drawn up for one year, consisted of a large range of promotional activities and brand activations, as well as, in combining different communication tools in order to create an integrated and effective plan, taking into account the proposed goals.O propósito desta tese de mestrado consistiu no desenvolvimento de um Plano de Comunicação para o Cartão Presente Surprise, um produto que brevemente será lançado pela empresa Sonae Sierra. Na sequência de uma profunda análise das vendas do negócio dos Cheques-Prenda (B2B e B2C), a empresa considerou necessário proceder à substituição do atual cheque-prenda para o formato cartão e, neste momento encontra-se em desenvolvimento o futuro Cartão Presente Surprise (modelo B2C). No que diz respeito ao produto Surprise, o mesmo depara-se com um problema de sazonalidade, além de que o seu grau notoriedade no mercado é muito baixo, comparativamente com outros concorrentes. Perante esta situação, o presente plano de comunicação terá dois principais objetivos: aumentar o reconhecimento da marca e aumentar a intenção de compra da marca por parte da audiência alvo. Para suportar o plano foi necessário proceder a uma profunda análise do ambiente externo e interno ao produto Surprise, utilizando dados primários e secundários, que permitiram chegar a um conjunto de perceções (insights) e conclusões. Deste modo, o plano de comunicação elaborado para o Cartão Presente Surprise durante um ano, consistiu numa diversificação de ações promocionais e ativações de marca, bem como na combinação das diferentes ferramentas de comunicação de forma a criar um plano integrado e eficaz, tendo em conta os objetivos propostos.2018-01-09T11:55:46Z2021-01-09T00:00:00Z2013-01-01T00:00:00Z20132013-04info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfapplication/octet-streamapplication/octet-streamhttp://hdl.handle.net/10071/14904engFerreira, Ana Luísa Costainfo: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:RCAAP2023-11-09T17:37:27Zoai:repositorio.iscte-iul.pt:10071/14904Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T22:17:05.579628Repositório 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 |
Communication plan of Sonae Sierra´s gift card surprise |
title |
Communication plan of Sonae Sierra´s gift card surprise |
spellingShingle |
Communication plan of Sonae Sierra´s gift card surprise Ferreira, Ana Luísa Costa Gift card Communication Communication plan Shopping centers Cartão presente Comunicação Plano de comunicação Centros comerciais |
title_short |
Communication plan of Sonae Sierra´s gift card surprise |
title_full |
Communication plan of Sonae Sierra´s gift card surprise |
title_fullStr |
Communication plan of Sonae Sierra´s gift card surprise |
title_full_unstemmed |
Communication plan of Sonae Sierra´s gift card surprise |
title_sort |
Communication plan of Sonae Sierra´s gift card surprise |
author |
Ferreira, Ana Luísa Costa |
author_facet |
Ferreira, Ana Luísa Costa |
author_role |
author |
dc.contributor.author.fl_str_mv |
Ferreira, Ana Luísa Costa |
dc.subject.por.fl_str_mv |
Gift card Communication Communication plan Shopping centers Cartão presente Comunicação Plano de comunicação Centros comerciais |
topic |
Gift card Communication Communication plan Shopping centers Cartão presente Comunicação Plano de comunicação Centros comerciais |
description |
The purpose of this master's thesis was the development of a Communication Plan for the Surprise Gift Card, a product that will soon be launched by the Sonae Sierra Company. After a thorough evaluation of the financial trends of the Gift Vouchers sales (B2B and B2C), the company found that it was necessary to replace the current voucher for the card format and, at this moment, it is in development the future Surprise Gift Card (B2C model). With respect to the product Surprise, it is facing a problem of seasonality and its degree of notoriety in the market is very low compared with other competitors. Given this situation, this present communication plan will have two main objectives: to enhance brand awareness and increase purchase intention of the brand in the target audience. To support the plan it was necessary to conduct a profound analysis of the external and internal environment to the product Surprise, using primary and secondary data, which allowed reaching a set of insights and conclusions. Therefore, the Surprise Gift Card communication plan drawn up for one year, consisted of a large range of promotional activities and brand activations, as well as, in combining different communication tools in order to create an integrated and effective plan, taking into account the proposed goals. |
publishDate |
2013 |
dc.date.none.fl_str_mv |
2013-01-01T00:00:00Z 2013 2013-04 2018-01-09T11:55:46Z 2021-01-09T00:00:00Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10071/14904 |
url |
http://hdl.handle.net/10071/14904 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf application/octet-stream application/octet-stream |
dc.source.none.fl_str_mv |
reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
instacron_str |
RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
collection |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository.name.fl_str_mv |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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