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Ap plano de marketing delta q

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Ap plano de marketing delta q

  1. 1. Plano de Marketing Delta QMarketing II Vítor Hugo Silva – nº20905102011/2012 Vítor Faustino – nº2090779
  2. 2. Diagnóstico• Analise do mercado: – Grande dimensão em Portugal; – Crescimento do consumo provocado pelo café em formato cápsula; – Dois segmentos: • Consumo imediato (Canal HoReCa – 72%); • Consumo em casa ( 28%, tendência a crescer).
  3. 3. • Analise ao meio ambiente contextual – Contexto económico: • Recessão mundial; – Contexto sócio cultural: • Café enraizado nos hábitos portugueses; • Consumo em locais de convívio. – Contexto político legal: • Legislação ambiental rigorosa; – Contexto tecnológico: • Acompanhar evolução tecnológica; • Redução dos custos através da automação de processos.
  4. 4. • Analise da concorrência – Nespresso – Marca distribuição Pingo Doce:
  5. 5. • Analise interna – A Delta está afirmada no mercado português; – 400 mil maquinas e 200 milhões de cápsulas vendidas; – Politica de preços inferiores a sua concorrente; – Distribuição intensiva; – Associada ao projecto social “Re-Think”. • Recolha de cápsulas; • Sistema logístico sustentável;
  6. 6. Análise SWOTAnalise interna• Pontos fortes: – Preços mais acessíveis; – Design atractivo das maquinas; – Pertence ao grupo Delta – Forte politica de distribuição.• Pontos fracos: – Não foi pioneira; – Pouca publicidade e comunicação; – Lojas em locais pouco estrategicos.
  7. 7. Análise SWOTAnálise externa• Oportunidades: – Mercado em expansão (café em cápsula).• Ameaças: – Crise mundial pode levar a diminuição do consumo de café em cápsulas; – Aparecimento de mais concorrentes; – Aumentos dos impostos.
  8. 8. Fixação de objectivosMelhorar e elevar a percepção da marca Delta Q paraos clientes alvo através da comunicação;Alargar substancialmente o leque de sabores;Abrir mais lojas em locais mais visíveis e estratégicos;Melhorar imagem de marca em embalagens;Criar máquinas com design a par das tendênciasestéticas e técnicas actuais.
  9. 9. Escolha das opções estratégicasCliente AlvoFontes de mercadoPosicionamento
  10. 10. Marketing Mix• ProdutoRefresh Coffee DeliQatos QalidusQharacter Qonvictus Abyssinia MalayRelax Delight aQtivus QonviviumPower Red Q DeQafeinatus
  11. 11. • Preço – Maquinas entre 49 euros e 485 euros; – Cápsulas entre 0,29cêntimos e 0,34cêntimos.• Distribuição – Distribuição intensiva: Produtor  Loja Delta Q retalho  Cliente final Produtor  Grossista Retalhista (pequenas lojas) Cliente Produtor  Retalhistas (Super e Híper mercados) Cliente• Comunicação – Estratégia PULL • Publicidade; • Provas de degustação; • Promoção de vendas.
  12. 12. Planos de acção• Por em prática objectivos definidos: – Abrir lojas em zonas mais visíveis; – Apostar numa imagem mais forte; – Estar presente e patrocinar eventos nacionais.
  13. 13. e por fim… Controlar os resultados!

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