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Case study petrobras no pan 2007

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Case study petrobras no pan 2007

  1. 1. Case study
  2. 2. Pet r obr asAnamnese Crescimento e rentabilidade (quebrando recordes); Reposicionamento: petróleo/energia; Abrangência internacional; Responsabilidade social e ambiental;
  3. 3. Pet r obr as Objetivo institucional:Posicionar a imagem da Petrobras como uma empresa de energia, que pensa além do petróleo, utilizando como referencial conceitual as energias renováveis.
  4. 4. Jogos Panam i canos erCaracterísticas: 42 modalidades esportivas; Enorme visibilidade no bloco; Repercussão internacional; Mobilização nacional da sociedade; Atinge pessoas de todas as idades.
  5. 5. Opor t uni dadesest r at égi cas Vincular a imagem da companhia com os atributos positivos do esporte; Estabelecer um elo emocional entre a energia do esporte e a Petrobras, reforçando o seu posicionamento como empresa de energia.
  6. 6. Benef í ci os da vi ncul ação Recall:(lembrança da marca); Awareness:(reconhecimento da marca) Goodwill(agregar valor a marca)
  7. 7. Pet r obr as: desaf i os decom uni cação Como vamos nos comunicar? Como queremos aparecer? Como alinhar o posicionamento à marca?
  8. 8. Di mensões do campocul t ur al Simbólica: o homem não lida diretamente com as coisas, e sim com o significados atribuídos às coisas pela sua cultura.
  9. 9. Di mensões do campocul t ur al Psicológica: projeção e identificação.
  10. 10. Di mensões do campocul t ur al Social: eixo de propaganda e divulgação de mensagens.
  11. 11. Di mensões do campocul t ur al Econômica: veículo de interação entre organizações e consumidores.
  12. 12. A campanha 1º fase: celebrar a chegada do Pan, comunicar o patrocínio ao evento e vincular a imagem da Petrobras aos atributos positivos do esporte.
  13. 13. M di a i m essa e í pral t er nat i vas
  14. 14. M di a i m essa e í pral t er nat i vas
  15. 15. A campanha 2º fase: Aproveitar o momento do Pan e grande visibilidade na mídia, apresentar o novo posicionamento da campanha, já ligada ao conceito das energias renováveis.
  16. 16. M di as el et r ôni cas , íi m essas e al t er nat i vas pr
  17. 17. M di as el et r ôni cas , íi m essas e al t er nat i vas pr
  18. 18. Ações pr omoci onai sDiretrizes: Dinamismo; Incrementar atividade de promoção; Potencializar retorno; Priorizar público jovem.
  19. 19. Ações pr omoci onai sObjetivo: Deixar marca em evidência; Conceito de empresa de energia; Grande patrocinadora do esporte; Brand e xpe rie nce .
  20. 20. Ações pr omoci onai s Estação Petrobras de entretenimento; Balão de 18 m nas arenas; Aqualume na Lagoa; Estação de conteúdo nos aeroportos; Bikedoor; Quiosque torcida Petrobras; Blimps com energia solar;
  21. 21. Resul t ados Tracking m e as ure s :1) Acompanhamento do nível de aware ne s s ;2) Acompanhamento dos níveis de favorabilidade e familiaridade;3) Imagem corporativa e de marca;4) Preferência;5) Envolvimento comunitário.
  22. 22. Resul t ados Lembrança estimulada:Cite os patrocinadores ou patrocinador dos Jogos Panamericanos do Rio.1) Petrobras – 73%;2) Outros: Oi, Caixa, Olympikus, Sol e Sadia.
  23. 23. Consi der ações f i nai s Comunicação empresarial: não é uma técnica ou tática e, sim, um processo sistemático e planejado estrategicamente; O ambiente empresarial, cada vez mais competitivo, fomenta e exige das empresas a busca de estratégias e ferramentas de marketing que valorizem seus aspectos intangíveis; O entretenimento tem se tornado a grande estrela do mercado por aproximar empresas de públicos de diferentes perfis;

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