Conscious marketing plan for Artis Naturae online marketplace

• Autor(a) principal: Rouco, Monica Vila
• Data de Publicação: 2021
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10362/123091
• topic: Online marketplace; Marketing plan; Artisans; Handcraft products; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

This project consists of developing a marketing plan for an online market place under the brand name of Artis Natura e that commercializes Spanish hand crafts and artisan products at a national and international level. The main objective of the marketing plan is to safeguard the future oft he artisan men and women behind these products, as well as their artistic and cultural contribution. Ensuring the financial sustainability of this online marketplace is necessary to support its social mission: preserving the intangible culture of artisans and hand crafts. For this purpose, recommendations are going to be made to Artis Natura e with the aim to engage younger generations(as consumers)into this market and industry, captivate older consumers towards purchasing artisan products online, increase awareness regarding the value of hand crafts and artisan products to society and increase the current level of sales. This study will first analyze the current context of the crafts and artisan industry in the Spanish market. Then, an evaluation of the social purpose of Artis Natura e will be done in order to design an adequate and adjusted marketing plan. The proposed marketing plan is done in the context of my masters Work Project and I will assume the hypothetic al role of being a consultant whileArtisNaturae1will have the hypothetical role of my client.