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Applying tate´s conscious marketing plan to a hybrid organization: movimento transformers search for identity-image fit - product portfolio balance and opportunities
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Resumo(s)
The objective of this study was to develop a Marketing Plan for the social organization Movimento Transformers. Research about the organization’s brand identity and brand image was developed through interviews and questionnaires, showing a misalignment between them which was attempted to be corrected with a Conscious Marketing Plan This section focuses on the dimension Product by analyzing the product portfolio balance to understand possible improvements and expansion opportunities. It was concluded the product portfolio is balanced, and recommendations were made about new interventions areas and new services for targets that TF could invest in, like ex-convicts/recovering addicts and university students.
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Palavras-chave
Conscious marketing plan Movimento transformers Organizational brand identity Brand image Hybrid organization Civic participation Volunteering Social awareness Youth associative organization Product