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Publicação
Estratégias de comunicação e posicionamento da Compal e da Sumol
| Nome: | Descrição: | Tamanho: | Formato: | |
|---|---|---|---|---|
| Projeto de graduação_41283 | 10.64 MB | Adobe PDF |
Orientador(es)
Resumo(s)
Este estudo visa examinar a maneira como as marcas Sumol e Compal comunicam com os seus clientes. Ambas pertencem ao grupo português Sumol+Compal e operam no sector de bebidas não alcoólicas. Durante a pesquisa, pretendeu-se compreender como estas marcas criam as suas campanhas, tanto na publicidade tradicional como nas redes sociais.
Uma avaliação das promoções mais recentes foi realizada com base em dados secundários e documentos oficiais. Com isso, ficou evidente que as duas marcas estão a seguir direções distintas: a Sumol investe numa comunicação voltada para o público jovem, com um tom divertido, descontraído e, às vezes, até provocador. Em contrapartida, a Compal posiciona-se com uma imagem mais natural e séria, associada à saúde e à origem dos ingredientes.
As estratégias de ambas incluem as redes sociais como uma componente importante. Além de comercializarem produtos, procuram estabelecer conexões emocionais com os clientes, comunicando valores e estilos de vida com os quais eles possam se identificar.
De modo geral, a marca Sumol e Compal apresentam uma comunicação cuidadosamente planeada, ajustada para o seu respetivo público. Este estudo possibilitou uma compreensão mais aprofundada de como as marcas portuguesas podem utilizar a comunicação estratégica, além de abrir espaço para reflexões sobre a evolução dessas práticas no futuro.
This study aims to examine how the brands Sumol and Compal communicate with their customers. Both are part of the Portuguese group Sumol+Compal and operate in the non-alcoholic beverage sector. During the research, I sought to understand how these brands develop their campaigns, both in traditional advertising and on social media. An evaluation of recent campaigns was carried out based on secondary data and official documents. From this, it became clear that the two brands are following distinct paths: Sumol invests in communication targeted at a younger audience, with a fun, relaxed, and sometimes even provocative tone. In contrast, Compal presents itself with a more natural and serious image, associated with health and the origin of its ingredients. Social media plays a key role in the strategies of both brands. By using influencers, videos, and visual content, they are able to connect more effectively with their audiences. In addition to promoting their products, the brands aim to build emotional connections with consumers by communicating values and lifestyles they can relate to. Overall, Sumol+Compal demonstrates carefully planned communication, tailored to each brand and its respective audience. This study provided a deeper understanding of how Portuguese brands can use strategic communication, while also opening space for reflection on how these practices may evolve in the future.
This study aims to examine how the brands Sumol and Compal communicate with their customers. Both are part of the Portuguese group Sumol+Compal and operate in the non-alcoholic beverage sector. During the research, I sought to understand how these brands develop their campaigns, both in traditional advertising and on social media. An evaluation of recent campaigns was carried out based on secondary data and official documents. From this, it became clear that the two brands are following distinct paths: Sumol invests in communication targeted at a younger audience, with a fun, relaxed, and sometimes even provocative tone. In contrast, Compal presents itself with a more natural and serious image, associated with health and the origin of its ingredients. Social media plays a key role in the strategies of both brands. By using influencers, videos, and visual content, they are able to connect more effectively with their audiences. In addition to promoting their products, the brands aim to build emotional connections with consumers by communicating values and lifestyles they can relate to. Overall, Sumol+Compal demonstrates carefully planned communication, tailored to each brand and its respective audience. This study provided a deeper understanding of how Portuguese brands can use strategic communication, while also opening space for reflection on how these practices may evolve in the future.
Descrição
Projeto de Graduação apresentado à Universidade Fernando Pessoa como parte dos requisitos para obtenção do grau de Licenciada em Ciências da Comunicação.
Palavras-chave
Comunicação Marcas portuguesas Sumol Compal Campanhas publicitárias Redes sociais Communication Portuguese brands Campaigns Social media