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Publication
A influência do marketing digital no comportamento de compra: análise comparativa entre Zara e Mango
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| Projeto de graduação_2022109438 | 961.2 KB | Adobe PDF |
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Abstract(s)
Este projeto foi desenvolvido no âmbito da unidade curricular projeto de graduação, no 3ºano da licenciatura em ciências da comunicação, analisa comparativamente duas empresas do setor da moda: Zara e Mango. A investigação parte de uma abordagem teórica sobre os conceitos e a evolução do marketing desde do tradicional ao digital, compreendendo as ferramentas, canais e desafios do marketing digital.
Com base numa metodologia qualitativa, este projeto analisa as diferentes estratégias de marketing utilizadas por cada marca. A Zara destaca-se pela centralidade no comportamento do consumidor, a Mango adota uma estratégia emocional, aposta nas campanhas de valores como inclusão, sustentabilidade e também proximidade com o público.
Apesar de se assemelharem nas suas estratégias, a Zara e a Mango partilham um perfil de consumidor também semelhante, o Buyer Persona mostra a importância em conduzir as suas estratégias de marketing consoante o seu público.
Este trabalho reforça a relevância do marketing nos dias atuais como uma ferramenta essencial no contexto empresarial.
This project was developed as part of the graduation project course in the third year of the communication sciences degree program. It compares two companies in the fashion industry: Zara and Mango. The research is based on a theoretical approach to the concepts and evolution of marketing from traditional to digital, including the tools, channels, and challenges of digital marketing. Based on a qualitative methodology, this project analyzes the different marketing strategies used by each brand. Zara stands out for its focus on consumer behavior, while Mango adopts an emotional strategy, investing in campaigns based on values such as inclusion, sustainability, and proximity to the public. Although similar in their strategies, Zara and Mango also share a similar consumer profile. The Buyer Persona shows the importance of tailoring marketing strategies to the target audience. This work reinforces the relevance of marketing today as an essential tool in the business context.
This project was developed as part of the graduation project course in the third year of the communication sciences degree program. It compares two companies in the fashion industry: Zara and Mango. The research is based on a theoretical approach to the concepts and evolution of marketing from traditional to digital, including the tools, channels, and challenges of digital marketing. Based on a qualitative methodology, this project analyzes the different marketing strategies used by each brand. Zara stands out for its focus on consumer behavior, while Mango adopts an emotional strategy, investing in campaigns based on values such as inclusion, sustainability, and proximity to the public. Although similar in their strategies, Zara and Mango also share a similar consumer profile. The Buyer Persona shows the importance of tailoring marketing strategies to the target audience. This work reinforces the relevance of marketing today as an essential tool in the business context.
Description
Projeto de Graduação apresentado à Universidade Fernando Pessoa como parte dos requisitos para obtenção do grau de Licenciada em Ciências da Comunicação.
Keywords
Marketing Marketing digital Zara e Mango Buyer persona Digital marketing Zara and Mango