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Laskasas Decorar a Vida MARCAS QUE MARCAM ® 2 0 1 7 MARKETING O Futuro das Marcas Pag_01_v1.indd 1 07-06-2017 16:47:08 pag_03.indd 2 07-06-2017 16:48:54 MARCAS QUE MARCAM 2017 03 EDITORIAL O FUTURO DAS MARCAS nfrentamos hoje importantes desafios na gestão seguirem o equilíbrio entre a gestão de dados e de marca e que importa realçar: como criar ou a privacidade que todos os cidadãos têm direito. manter altos índices de notoriedade da mar- E respeitarem essa privacidade. E muitas vezes ca sem que sejamos intrusivos? Qual o melhor isso não acontece. O consumidor está cada vez marketing mix sabendo da dificuldade de edição mais exigente nesta matéria e implacável com as de retorno e das insuficientes métricas existen- marcas que não o fazem. A defesa dos valores da tes? Como abordar a geração mais digital e mais marca pela via emocional e o envolvimento na dinâmica de sempre (geração Z)? Como agregar cocriação de conteúdos, no sentido do bem co- E valor à marca por forma a atrair novos consumi- mum, será algo que os consumidores tendem a dores e fidelizar os atuais? Como integrar a co- valorizar. Com verdade. Só assim as marcas con- municação online e offline? Como motivar e reter quistarão a mente do consumidor. quadros de qualidade nas organizações? Em todos os contextos, a notoriedade continuará Estes são alguns dos muitos desafios diários com a ser um dos principais drivers da perenidade das que os responsáveis de marketing se debatem. marcas. Um ponto de partida. Em resultado de A crescente complexidade associada à gestão do um rigoroso estudo de notoriedade espontânea, marketing e da marca, a evolução imprevisível da em 70 categorias, que a QSP levou a cabo junto tecnologia e do comportamento do consumidor. dos portugueses e que permitiu eleger as marcas Grandes desafios, mas também grandes oportu- mais notórias em cada uma delas, a Marcas que nidades. Marcam® revela hoje os vencedores e as marcas RUI Um dos grandes desafios que as marcas terão de mais citadas pelos portugueses, fornecendo as- RIBEIRO encarar é a redução do ciclo de desenvolvimento sim um importante instrumento de trabalho. CEO da QSP – do produto. A incrível aceleração dos processos Esta 7.ª edição da revista celebra ainda o início Consultoria de Marketing de desenvolvimento, teste, interação e colocação da parceria QSP – Consultoria de Marketing com do produto no mercado terá de ser acompa- o Dinheiro Vivo, um momento de expansão que nhada em simultâneo pelo desenvolvimento do responde ao crescente interesse do público. marketing do produto. Não mais será possível Aos milhares de exemplares distribuídos com aguardar pela conclusão do primeiro para de- esta edição, somam-se os milhares de pessoas senvolver o segundo. E ambos têm de se alinhar que consultam e seguem pelo site e redes so- com as necessidades e constantes mutações do ciais a Marcas que Marcam® ao longo do ano. consumidor. A tecnologia e a velocidade com Propomo-nos continuar o esforço de divulgação que o mercado opera obrigam a uma grande das marcas presentes em Portugal, fornecendo flexibilidade de processos e interação interna. Os importantes ferramentas de pesquisa e divulga- marketeers têm de estar preparados. ção de marcas, empresas e principais responsá- Outro tema que marcará os próximos anos é a veis de marketing. Mais do que uma revista, que- privacidade aliada à autenticidade, transparência remos ser uma referência sobre marcas – sobre e genuinidade. Será fundamental as marcas con- marcas que nos marcam. FICHA TÉCNICA UMA PUBLICAÇÃO DA UNIDADE DE SOLUÇÕES COMERCIAIS E MULTIMÉDIA DO GLOBAL MEDIA GROUP DIREÇÃO E COORDENAÇÃO Sofia Sousa •EDIÇÃO André Sousa e Hélder Pereira • TEXTOS QSP e USCM • DESIGN GRÁFICO Patrícia Coelho • COORDENAÇÃO DE ARTE Sofia Sousa • PAGINAÇÃO Maria José Jesus e Carlos Vasconcelos • FOTOGRAFIA D.R. e Global Imagens • PUBLICIDADE Paulo Pereira da Silva, Diretor Comercial GMG; LISBOA Rui Nunes, Diretor Comercial (Agências); Luís Barradas, Diretor Comercial (Diretos); Andreia Martins, Gestora de Contas; PORTO Vítor Cunha, Diretor Comercial (Agências e Diretos); Teresa Morgado, Diretora de Contas; Mariana Esteves, Gestora de Contas • ARTE FINAL Departamento Produção Lisboa pag_03.indd 3 07-06-2017 16:48:59 MARCAS QUE MARCAM® 04 2017 Metodologia Como se faz uma Marcas que Marcam® revista Marcas que Marcam® apoia-se numa pesquisa de PRESSUPOSTOS: mercado prévia, que funciona como base de apoio e fun- a. Para a elaboração da revista Marcas que Marcam® damentação das marcas publicadas. A metodologia da foram excluídas todas as marcas que não possuem pesquisa de mercado baseou­‑se num processo bietápi- representação direta em Portugal ou que o seu co que conjugou uma primeira parte qualitativa e uma representante não foi encontrado em tempo útil. segunda quantitativa. b. A designação publicada do nome da marca corres- 1. Numa primeira fase, foi selecionado um conjunto ponde à designação oficial dessa marca em Portugal. de categorias (70) pelos consultores da QSP – Con- A ® sultoria de Marketing entre cerca de 11 300 de- c. A revista Marcas que Marcam enviou a todas as mar- signações de produtos e/ou serviços referidos na cas referenciadas na revista uma solicitação por escri- Para a elaboração da classificação de produtos e serviços para o registo to para confirmação dos dados publicados. Em caso revista, foram excluídas de marcas. de erro ou incorreção, solicitamos a respetiva retifica- todas as marcas que não possuem representação Esta seleção derivou de uma análise qualitativa dos ção para correção em posterior edição. direta em Portugal ou consultores, que agregaram as diferentes designa- que o seu representante ções em categorias de produtos e serviços mais Devido a critérios editoriais, foram excluídas todas as não foi encontrado em d. tempo útil. abrangentes. marcas de partidos políticos, clubes de futebol profis- sional e de comunicação social. 2. Numa segunda fase, entre este conjunto de cate- gorias selecionado, foi levado a cabo uma pesquisa e. As marcas constantes desta revista podem não cor- quantitativa junto do público em geral (indivíduos responder exatamente às que foram citadas no estu- com idade igual ou superior a 15 anos e residen- do, devido aos pressupostos supracitados ou por não tes em Portugal continental), através de entrevistas terem qualquer associação às categorias nas quais presenciais realizadas entre novembro de 2016 e foram citadas. janeiro de 2017, com o objetivo de selecionar as marcas integradoras da revista, sendo o elemento f. A definição dos vencedores por categoria contempla decisor a notoriedade espontânea. um critério estatístico na aferição do(s) vencedor(es) Para cada uma das 70 categorias de produtos e/ou [teste de hipótese para diferença de proporções com serviços, foi pedido a um conjunto de 312 inquiridos nível de confiança de 90%]. que indicassem as marcas que conheciam, o que deu origem às marcas que integram esta revista. Os g. Na listagem de marcas que se apresenta nesta re- vencedores, apresentados na página ao lado, cor- vista, o campo “Categoria” contém o número corres- respondem à(s) marca(s) mais citada(s) em cada pondente à categoria de produtos/serviços em que a categoria de produtos e/ou serviços. marca foi citada (ver tabela na página ao lado). Todas De forma a perfazer um número mínimo de mil as marcas citadas sem qualquer associação de cate- marcas, além da notoriedade espontânea associa- gorias foram identificadas com um * (asterisco). Toda da a cada categoria de produtos/serviços, foi colo- a informação não disponível foi designada por “N.D.”. cada uma questão sobre notoriedade espontânea sem qualquer associação a categorias de produtos/ h. Marcas aderentes não correspondem a marcas cita- /serviços, e que também constam desta revista. das no estudo. Para mais informações contactar: [email protected] / 226 108 552 Não é permitida a reprodução total ou parcial desta revista sem prévia autorização expressa por parte da QSP – Consultoria de Marketing ou do Dinheiro Vivo. *Marcas que Marcam® é uma marca registada, propriedade da QSP – Consultoria de Marketing. pag_04_V1.indd 4 07-06-2017 16:49:23 MARCAS QUE MARCAM® 2017 05 Vencedores Notoriedade Espontânea Revista “Marcas que Marcam®” 2017 1 Agências de Viagens Agência Abreu 34 Fast Food McDonald’s 35 Festivais de Música Rock in Rio 2 Agências Imobiliárias ERA 36 Higiene do Bebé Dodot 3 Águas para Consumo Água de Luso 37 Higiene Corporal e Cuidados de Beleza Nivea Whiskas 4 Alimentação para Animais 38 Higiene Oral Colgate Pedigree 39 Hipermercados e Supermercados Continente 5 Arroz Cigala 40 Hospitais e Clínicas de Saúde CUF Descobertas Hospital Adidas 6 Artigos de Desporto 41 Hotéis IBIS Family Nike Universidade Católica 42 Instituições de Ensino Superior 7 Artigos de Higiene do Lar Sonasol Portuguesa – UCP 8 Artigos de Papelaria BIC 43 Instituições Seguradoras Fidelidade 9 Automóveis Mercedes-Benz 44 Iogurtes Danone 10 Azeite e Óleos Alimentares Gallo 45 Joalharia Pandora 46 Leite Mimosa 11 Bancos e Instituições Financeiras Caixa Geral de Depósitos 47 Lojas de Bricolage AKI J&B 12 Bebidas Destiladas e Espirituosas Licor Beirão 48 Lojas de Desporto Sport Zone Lojas de Eletrodomésticos 49 Worten 13 Bebidas Energéticas Red Bull e Equipamentos para o Lar Triunfo 14 Bolachas e Biscoitos 50 Louças, Porcelanas e Cutelarias Vista Alegre Cuétara 51 Manteigas e Margarinas Planta 15 Café e Chá Delta Café 52 Massas Milaneza 16 Calçado Calçado Guimarães 53 Mobiliário e Decoração IKEA 17 Centros Comerciais Centro Colombo 54 Moda Feminina Zara Chocapic Zippy 18 Cereais 55 Moda Infantil
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