Connect to success consulting program-naturneem: a sustainable marketing plan

Abstract

This work project consists of a Marketing Plan done for Conceição Martins’s company Naturchemis’s product Naturneem. It is part of a partnership with FLAD, within the scope of their program Connect to Success. A study of the pet care market was conducted, globally and locally in Portugal, taking into account interviews with veterinarians, pet care product consumers, and a survey answered by pet owners, who live in the Lisbon Metropolitan Area. After analysing the trends of this market, and the properties of Naturneem with a SWOT analysis, a Marketing Plan was formed and divided for B2B and B2C purposes. The main strategy followed was to educate pet owners and pet car specialists about neem oil, the product Naturneem is based on. This project offers Optimistic and Pessimistic Scenarios derived from the implementation of the proposed Marketing Plan.