UNIVERSIDADE TECNOLÓGICA FEDERAL DO PARANÁ DEPARTAMENTO DE GESTÃO E ECONOMIA MBA EM GESTÃO EMPRESARIAL
PLANO DE MARKETING: LANÇAMENTO LANÇAMENTO DO PRODUTO MOSAICO
ALUNO
CURITIBA 2016
SUMÁRIO SUMÁRIO EXECUTIVO................................................................................................2 1 INTRODUÇÃO.......................................................................................................... 1.1
ANÁLISE DA SITUAÇÃO 3
1.1.1 A!"#$%& '()*+(',$&!-& 1.1.2 C+'+*-('&!-+ /+ )+!%'$/+* )#$&!-& + %"*$+
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4
1.2
OBJETIVOS 6
1.3
ESTRATÉGIA CENTRAL 6
2 DEFINIÇÃO DO PBLICO7ALVO............................................................................6 POSICIONAMENTO COMO O CLIENTE PERCEBE O SEU NEGÓCIO.............8 3 COMPOSTO DE MARKETING................................................................................8 4.1
PRODUTO / SERVIÇO
7
4.2
PREÇO
7
4.3
PRAÇA
8
4.4
PROOÇÃO / COUNICAÇÃO INTEGRADA DE AR!ETING
8
4 IMPLEMENTAÇÃO E CONTROLE..........................................................................9
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1
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2
ANÁLISE DA SITUAÇÃO A %'") "',#9:( +("'",) %'") (" "0)+,(" ) $+&($;'),) ) $'+&($;'),) #) @),$ ("
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2.1 ANÁLISE ACROABIENTE R)'F& #$ ;&)-) %'") (" @)$)(" ( $+&($;'),) #) 0()$ @),& )$0&)". E&'#+ E$ #$ ,&)+( ) #$ %'") ) $+&($;'),) 0& ( 9$),( ) +#&"( 0&)0&,&'( 0& +(+#&"( ) #$ 0( ) $&),'5 HE$ #$ &)0(&,5)$ 0#;'+ 0)( J(& (<) )$ (#,#;&( ) 213 '@(&$ #) ( $)&+( ) +(+#&"(" +&)"+) $'" ) 4K ( ( ( B&"'. A 0&)-'":( ) #) , 216 ")<$ ;)&," 4 $' -5" )$ +(+#&"(" @))&'" )",#'" ) $#'+'0'". E",;'') ) ;(" "%&'(" ":( ( #) $'" ,&' (" ;&"')'&(" 0& )""" -5". S)5#( ( IBGE &)$#)&9:( +&&)'& 0=;'+ "#0)& )$ 2K ''+','- 0&'-. O" "%&'(" -&'$ ) RM 18 $' RM 23 $'. A +(+(&&+' 5&) 12 $')" ) ;&"')'&(" ") 0&)0&$ 0& '"0#,& #$ -5 ( ")&-'9( 0=;'+( ")5#( A""(+'9:( N+'( ) P&(,)9:( ) A0('( (" C(+#&"(" P=;'+(" ANPAC. E",#(" ,$;$ &)'F(" 0) ANPAC &)-)$ #) $'" ) 21Q $' -5" ")&:( ;)&," )$ 21Q 0& +(+#&"(" 0=;'+(" " )"@)&" $#'+'0 )",# '",&', ) @))& )$ &5:(" ( P()& J#'+'%&'( E*)+#,'-( L)5'",'-( $ ) ;+(" 0=;'+(" ) #,&#'". A ,#&;#+' )+($'+ ,$;$ ") 0&)"), +($( #$ -&'%-) )",) "),(& #$),( 0&(+#& 0(& +(+#&"( 0=;'+( , @)$)( @(' +($0&(-( )$ &)+),) 0)"#'" 0#;'+ 0) A""(+'9:( N+'( ) P&(,)9:( ) A0('( ( C(+#&"( A0+ &)-)( #) )$ 0(+ ) +&'") )+($'+ )"" 0&(+#& ") +),# ' $'". O;-'$),) +($0&))"-) #) )$ ,)$0(" ) '")5#&9 )+($'+ ) ) 0(""-)'" )$'"")" ( (& ( 0&(@'""'( 0"") & $'" ,)9:( 0& ,)&,'-" #) ) (@)&)9$ )",;''). A""'$ + ( ( $)&+( ) +(+#&"(" 0=;'+(" +&)"+) $'" OTTA 2.H
2.2 COPORTAENTO DO CONSUIDOR / CLIENTE OU USUÁRIO
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2.3 ANÁLISE DA CONCORRNCIA O" 0&'+'0'" +(+(&&),)" ' ) 0&(#,(" Mosaico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DEFINIÇÃO DO PBLICO7ALVO O 0=;'+(-( ' ) 0&(#,(" Mosaico )$ "# $'(&' 0)""(" #) 0""$ 5&) 0&,) ( ,)$0(
@(& ) +" +($( 0(& )*)$0( )",#,)" ) ,&;(&)" #) @'+$ ,)$0( )$ ',)5& @(& ) +". A$ '""( #$ +&+,)&",'+ )$ +($#$ ( 0=;'+(-( ;#"+ 0(& (09)" "#%-)'" ) ")5#&" 0& '$),9:( $ ) ;#"+& )+(($' (0,$ 0(& ,&F)&)$ "#" 0&0&'" &)@)'9)" ) +" 5&,'( 0&(+)+' ) #') " $)"$". C(,#( :( % )$;5)" -'"#$),) 5&%-)'" ) #) ")<$ ")5#&" 0& +($0& )"" (09:( (" +'),)". D)"" @(&$ ' Mosaico ;#"+ '& )"'5 ")5#&9 '5')) ) 0&,'+') 0& ,))& " )$" ) $)&+(.
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,&;(&)" #) 0""$ $'(& 0&,) ( ' @(& ) +". D)"" @(&$ ")&% )")-(-'( '@)&),)" ,'0(" ) 0&(05" T))-'":( ) ',)&), 0&'+'0$),). A""'$ ")&% 0(""-) '-#5& ) ,))& '@)&),)" )$" ",'"@F)( ( )")<( 0(& #$ -'"# $'" 5&%-) " )$;5)" #$ -)F #) (" 0&(#,(" +(+(&&),)" '$',$") (" ,&'+'('" 0($)&(" ,&"0&),)"\ '5')) 0('" &#',),#& ( 0&(#,( -'" '$0)F @+'', 0" #,''F9:(\ 0&,'+') ( 0(""#'& ( &)+'0'),) ) (" ,)&)" )$ #$ $)"$( 0&(#,(\ ,(&(") ""'$ )$0&)" #) 0&(0(&+'( ( '@)&)+' ) "'5'@'+,'-( #) @,- (" +("#$'(&)".
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OB@ETIVOS A#+'& ) ,(&& @$''& ' Mosaico 0& '@)&),)" +'),)" A,&'& ( 0=;'+( '@,' 0)" )",$0" )
$(,'-(" #) (" ,&'$\ ( 0=;'+( #,( 0) ")5#&9 0&,'+') '5')) ) )"'5 @'$ ) '-#5& (" '@)&)+''" '(-(&)" ) "'5'@'+,'-(" '. O# ")< )*,& " (-')" )$ 0&(#,(" #) <% ":( +()+'(" )$;5)" 0%",'+" 0& &$F)$),( ) '$),(". O#,&( (;<),'-( ) $&),'5 +9& ( )#';&'( ),&) 5",(" ) #+&(" (" 0&'$)'&(" ")'" $)")" )-',( 5)&& "( )5,'-( ] )$0&)". J% ( ")5#( ")$)",&) )$0&)" -'"") #$ $&5)$ ) #+&( ) ( $'$( 3K.
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COMPOSTO DE MARKETING P& +9& (" (;<),'-(" 0&(0(",(" ")&% )+)""%&'( +("')&& ( +($0(",( ) $&),'5 ) )@''& "
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REFERNCIAS BIBLIOGRÁFICAS KOTLER, P.; KELLER, K. L. Administração de Marketing. 14e, São Pauo! Pearson, "#1"
ANEXOS
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