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7/26/2019 T1 Diamante Negro x Crunch
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CENTRO UNIVERSITÁRIO DO INSTITUTO MAUÁ DE TECNOLOGIA
ESTUDO DE MERCADO – DIAMANTE NEGRO EM COMPARAÇÃO AO CRUNCH
ANTONINO SALVADOR ITALIANO JUNIOR 10.00566-8FABIANA MIWA TASAKA 11.02571-9
LEONARDO PASSERE JORGE 11.0068-2
LU!AS !E"ERE VIDAL 10.012#-5
EPM91 $ MARKETING INDUSTRIAL
P%&'())&% A'&*)& B%+,+
08 ( +,&)& ( 2015
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1 INFORMAÇÕES GERAIS DO MERCADO
A*+/)+*& & (%+& ,/&3+/4 (%'+-)( ( + +&% +%( + %&:& *+/ ( ++4 & ;*()
++ ( 60<4 = &*(*%++ ( +;)() ( ()(*&/(*&4 )(,*& +&) + O%,+*>+:& +) N+?()
U*+) +%+ A,%/%+ ( A/(*+:&.
P&%=4 ( %(/+:& +& @&&/+(4 ):& &) +;)() ()(*&/&) &) %*+) %&&%(). O B%+)/4 *& +*&
( 20114 '& & (%(%& +&% &*)&% ( @&&/+( *& *&4 && &(-)( &3)(%+% *& ,%'& + ',%+. O) +&) %()(*() *& ,%'& (%+ + +%+:& ((*+4 ( 04< ( %(/+:& +& +*& ( 2014 ( &B%+)/ )(, )(*& & (%(%& +&% &*)&% ( @&&/+( & *& += & +*& ( 201.
Figura 1 - Mi!ar"# $" %&'"a$a# $" (!&(&a%" (&'#u)i$a# *&r *a+#
FONTE !AOBIS!O $ ABI!AB
A*+ ( 2014 & B%+)/ (C&%& @&&/+( +%+ 106 +;)()4 ()+*& %()(*( ( &&) &) &**(*().T& ))& ,(%& / (%(,&) %(&) +*+) ( 66 / (%(,&) *%(&) +*+).
A()+% ( ( 201# & (%+& +%()(*+% + %(%+:& ( 2< ( %(/+:& +& +*& ( 2014 & (%+& (
@&&/+() '*&)4 '(%(*+&) )(,( ( %()(*&.
O%& '+& + )(% +*+/)+& = & &*)& (% ++ ( @&&/+( *& 3%+)/4 &*'&%( &(-)( +*+/)+% *&
,%'& + ',%+ &)4 &*'(&*+& (/+ ABI!AB & +&) ( 20124 & &*)& 3%+)/(%& (% ++ = (%+
( *& & &*)& (% ++ ( +;)() && + );+4 & ( *+ ( &( @+(% + &&%*+( (
%()(*& *())( )(&%.
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Figura , - C&'#u)& *"r (a*i%a $" (!&(&a%"# *&r *a+#
FONTE ABI!AB
, MISSÃO E VISÃO
2.1 M)):&
Mondelēz International, Inc. (NASDAQ: MDLZ) é uma das maiores emresas de snac!s do mundo, com
receita l"#uida $lo%al de &' %il*es em +-'. Nosso sono e misso é criar deliciosos momentos de ale$ria /
e é e0atamente o #ue nossos rodutos sa%orosos 1azem. 2les roorcionam momentos 3nicos, s4 ara 5oc6.(
tt:77%r.mondelezinternational.com7a%out8us79o89e8are , acesso em + de ;ulo de +-)
2.2 V):&
N:& '& &));(/ /&+/>+% + ):& %&%+(*( ()%+ *+) ()+) '&*() ( ( '& (*&*%++ +
)):&.
ANÁLISE DE .RAND E/UIT0
O) *& /+%() ( &*)%:& ( ,%+*() +%+) ):& '(%(*+:&4 %(/(*+4 %()(*+4 '+/+%+(( +/+ +/+(.
A*+/)+*& + +%+ D++*( N(,%&4 ( %(/+:& +& /+% '(%(*+:&4 &(-)( +'%+% ( =
%&& '(%(*+&4 + &&):& ( %)+) ( (/ ( %&+*() *& +& @&&/+( +& /(( *:& = %(%&>+
'(/(*( ( *(*@ %&& & (%+& *+&*+/.
E %(/+:& +& /+% %(/(*+4 &(-)( +'%+% ( & %&& = %(/(+*(4 &) = *(%())+*( +& /(*(4
)& ( = &) %&&) +) (*&) ( )+ +%+ &%&%++4 + L++4 ( = & @&&/+( +& /(( +)
&*)& *& B%+)/4 & +%&C++(*( 842< ( +%+:& *& (%+&.
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A*+/)+*& & /+% %()(*+4 + +%+ D++*( N(,%& '& %++ ( 19#04 ( /&,& ( *;& &3((
)3/+( (& +& &,+&% L(*+) + S/+4 &*@(& +3= && D++*( N(,%&. D()( (*:&4%+) ++*@+) '&%+ %(+/>++) )+*& )(%( (C+% + +%+ &*@(+ ( ++/. V+/( /(3%+% & )/&,+*
/>+& += + =++ ( 19804 <i5er é %om, com diamante ne$ro é melor, ( + ++*@+ ( )&+ & +*& (
20074 ( &*)) ( %+% && ( )&+ ( '&%+& ( ++*(4 *)%+& (/+) +/+%+) ( M+%/*M&*%&(4 =s diamantes so os melores ami$os das muleres.
R(/+& +& /+% '+/+%+(4 @&&/+() &% ) )H %('/(( + )):&4 & %&H)& + +%+
M&*(/>4 ( = %+% (/&)&) &(*&) ( +/(,%+. !& + +%+ D++*( N(,%& *:& = '(%(*(4 &*)%& %&& %&&%&*+ &(*& *&.
P&% '4 & /+% +/+ +/+( = +*& ()( + %+:& + +%+4 ( 19#04 += &) +) ++)4 &
+%+?() ;*+) *+ %((+ ( +/& +%:& ( +/+(4 '(/>+*& /(*() ( += (C+**& + +%+ +%+)&%(() & +/+ +/+( +3=.
POSICIONAMENTO DAS MARCAS
A3+) +) +%+) &%&%++)4 L++ ( N()/=4 ++ *& (%+& ( @&&/+() &) &*)4 ( ,%+*(()+/+. A) +%+) !%*@ ( D++*( N(,%& &'(%(( + '(%(*+:& ( %(/+:& +&) @&&/+() +& /((4
(& ++%,& ( ++%,&4 &) ):& />+&) &%&) *,%((*() *+ &&):& &) ()&). E (%&) (
%(&4 && &( )(% &3)(%+& *& ,%'& +3+C&4 '(& & *'&%+?() + %(( P:& ( A+%4 +3+) +)+%+) *:& ):& +) +) 3+%++) & (%+& &%= +3= *:& ():& &*&%%(*& & +) +%+) %(4 *&
+)&4 %(%()(*++) (/+ +%+ L*.
A/= ))&4 &3)(%+-)( ( & %(& = & ()& +%+ +3/(( +& /(( L++ ( +3/(( D++*( N(,%&4 + '(%(*+:& *+ &&):& *:& = %(+))++ +& /(*( & + '(%(*+ ( %(&). U+ /+
&3)(%+:& = ( ( &) @&&/+() L++ ):& *( (*+&) +) +%&) ( &) @&&/+() N()/=4 &% +3/((.
Figura - Pr"2&# $" Ta3"%"#
3.99
4.99 5.29
11.65
PREÇO DE UMTABLETE (R$)
FONTE O A&%
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4 MATRI5 DE POSICIONAMENTO
P+%+ +*+/)+%&) & &)&*+(*& + +%+ D++*( N(,%& ( %(/+:& +%+ !%*@ '& '(+ +
())+ ( (%+& & 105 %()&*(*(). O ()&*%& />+& *+ ())+ '& & )(,*(4 )3)*& &% D++*( N(,%& ( !%*@
1. E %(/+:& +& @&&/+( 4 && & &*)(%+ + +/+( & %&&
2. E %(/+:& +& )+3&% & @&&/+( 4 && & & &*)(%+
. L(+*& ( &*+ +) (3+/+,(*) & @&&/+( 4 && & /+))'+%+ ()( +%3&#. E %(/+:& +& %(& & @&&/+( 4 && & & &*)(%+
5. !&*)(%+*& & %+>(% *& &*)& & @&&/+( 4 && & & &*)(%+6. E %(/+:& %()(*+ *& (%+&4 & @&&/+( )(% &*@(& = &%+*( +%+ + &%+ & ()&
7. L(+*& ( &*+ + (C%+ & @&&/+( 4 && & & &*)(%+
8. P%&+,+*+) ( ++*@+) 3/%+) ):& &%+*() )( %++*& & @&&/+( 9. :& &%+*( = + '+/+( ( +@+% +3/(() ( @&&/+( *& (%+&
10. T&& *& ,&)+% + +%+ ( @&&/+( = '+&% &%+*( +%+ + )+ ():& ( &%+
!& +) =+) &*(%++) ( (%'+*& +) +(%*+) +) ())+) ( %(/+:& +& D++*( N(,%& ( &
!%*@4 '& &*'(&*++ + ++3(/+ +3+C&.
Ta3"a 1 - A$"r6'(ia $a# Mar(a#
A%3& M&+*, P&(% N;(/ DNEGRO !RUN!Q
+/+( S(%&% 91.0 A 67.# 65.2
S+3&% 90.0 A 51.2 50.0
E3+/+,( 86.0 A #7.6 58.1
P%(& 8.0 A 62.# 60.0
P%+>(% 77.0 M 7#.0 72.9
P%()(*+ 76.0 M 7.1 60.0
T(C%+ 70.0 M 7.1 71.9
P%&+,+*+ 65.0 B 56.2 55.2
F/ ( +@+% 62.0 B 6#.5 6.
T&& *& ,&)+ 59.0 B 51.# 56.9
FONTE O AUTOR
!& +) %()&)+) & ()&*%& '&%+ %(+/>++) +*/)() ()+;)+) ( '(%(*+) ),*'++)4 ( &)
%()/+&) &( )(% )&) *+ +3(/+ +3+C&.
Ta3"a , - R"#u)& $&# R"#u%a$&# E#%a%+#%i(&#
()?() Q&(%+ D'(%(*+) T-V+/(
1 N:& 0.#
2 N:& 0.17
N:& -1.5
# N:& 0.6
5 N:& 0.18
6 S 2.0
7 N:& 0.19
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Qualidade/Sabor/Embalagem
Prazer/Presença/Textura Preço
!"il de $"%ar/ Pro&aganda/Todo mundo gosta
Qualidade/Sabor/Embalagem
Prazer/Presença/Textura Preço
!"il de $"%ar/ Pro&aganda/Todo mundo gosta
8 N:& 0.15
9 N:& 0.18
10 N:& -0.80
FONTE O A&%
A +%> ( &)&*+(*& +%+ & D++*( N(,%& '& + )(,*(
A +%> ( &)&*+(*& +%+ & !%*@ '& + )(,*(
Mercado
Diamante NegroInferior
Aceitável, mas poderia ser
superior
Excelente: não poderia ser superior
Diamante NegroSuperior
Inaceitável
Mercado
Crunch
Inferior
Aceitável, mas poderia ser
superior
Excelente: não poderia ser superior
Crunch
Superior
Inaceitável
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7 CONCLUSÃO
!&& &(-)( &3)(%+%4 +) +) +%>() '+%+ ,+)4 & ( *+ ( ( %(/+:& &*&%%*+ +
+%+ !%*@4 + +%+ D++*( N(,%& *:& &)) + '(%(*+ (%(;(/ (/& (%+&.
A*+/)+*& + +%> ( &)&*+(*&4 &3)(%+-)( ( *:& @ &&%*+() ( &))+ % + )( &%*+%
+ ,%+*( +*+,( ( %(/+:& +&) &*&%%(*()4 & ( *+ ( & ++/ &)&*+(*& + +%+ '&
()+& ( '&%+ /((*++) +?() +%+ +%&(+% +) &&%*+() ( '&%*((%+ +&%() +*+,(*) (
%(/+:& &*&%%*+.
A*+/)+*& &) '+&%() ( +&% &(% ( (%)+):&4 *& +)& & %& +/+(4 )+3&% ( (3+/+,(4 (&)
( +3+) +) +%+) ():& +3+C& & ( = &*)(%+& 3& (/& (%+&. E)() )(%+ &) &*&) %&%+)+ )(%( (/@&%+&)4 /(+*& ( &*)(%+:& & ()& %(&4 (4 +()+% ( *:& (% &(% ( (%)+):&
:& +/& +*& &) (*&*+&) +*(%&%(*(4 +*+ = /(+& ( &*)(%+:& *& &(*& + &%+. U+
&%+ +*/)(4 +) (+/@++4 (( )(% '(+ +%+ (%'+% )( %(+/(*( = &));(/ (/@&%+% + +/+(4 & )+3&%( + (3+/+,( )( ( & %(& )(+ %(+&4 & )( & %(& +(*+%4 (%'+% )( & @&&/+( D++*(
N(,%& *:& ()+%+ (*%+*& ( (%%H%& ( @&&/+() %(4 ( +/(> += +%++/@+*& & (%+& (
@&&/+() & ()& ,%& ( (%()+)4 && &) @&&/+() T&3/(%&*(.
8 .I.LIOGRAFIA
@(C+(.+3%/.&.3%%()+-&(-)+(&()189*&+)&(-)+4 A())& ( 28 ( /@& ( 2015.
@(&*&+.,.&.3%2015-01-20(&*&+-'%++-+'(+-&*)&-(-@&&/+(.@/4 A())& ( 28 (
/@& ( 2015.
@*&+)+%+).3/&,)&.&.3%200609++*(-*(,%&--@&&/+(.@/4 A())& ( 28 ( /@& (
2015.
.+,%/%+.,&.3%+%(&%'/(++%+))(&%+)!++0ROAP&(*+/0RO!++.' 4
A())& ( 28 ( /@& ( 2015.
.3%+)/(C&%.,&.3%)()('+/'/()3/+&()PS!IPS!IE+&%!@&&/+(P.' 4 A())& ( 28 (
/@& ( 2015.