Plano de marketing para o lançamento de uma marca fictícia de chá

• Autor(a) principal: Ramos, Lucas Pinheiro
• Data de Publicação: 2022
• Tipo de documento: Trabalho de conclusão de curso
• Idioma: por
• Título da fonte: Repositório Institucional da UNESP
• Texto Completo: http://hdl.handle.net/11449/217675
• topic: Business plan; Marketing plan; Ready-to-drink tea; Consumer goods; Marketing; Plano de negócios; Plano de marketing; Chás prontos para consumo; Bens de consumo; Empreendedorismo; Bens de consumo - Marketing

The business plan is a document prepared from efforts aimed at seeking information about a business opportunity, gathering and analyzing information about the market, identifying risks and challenges, developing strategies, goals, operational plans and possible financial results. The present work deals with one of the stages of the business plan, which is the marketing plan. The growing search for products that have functionality and healthiness as characteristics in the consumer goods sector has made, in the beverage segment, products that do not have added sugar, such as the ready-to-drink teas category, gain prominence. In this context, adhering to this market movement, the present work proposed a marketing plan for the launch of a fictitious brand of ready-to-drink tea without added sugar using the marketing plan model proposed by SEBRAE, since it is directed to entrepreneurs in the initial phase of knowledge on the subject. The marketing plan was validated in its final phase by a marketing manager from one of the biggest tea brands on the market. For future work, it is suggested to monitor the implementation phase of the plan, in addition to working with brands and products that have already reached their maturity in the market.