Estratégias de comunicação em uma empresa familiar de comércio de embalagens
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TCC
Date
2023-12-12
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Authors
Melo, Angelica Marques
Bernardi , Isabella Portela
Alonso, Izabella Parra
Vianna, Juliana Ghigonetto
Bernardi , Isabella Portela
Alonso, Izabella Parra
Vianna, Juliana Ghigonetto
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Issa Junior, Eduardo Neder
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Abstract
Este estudo teve como objetivo geral compreender como uma empresa familiar de comércio de embalagem estabelece suas estratégias de comunicação para fortalecer sua marca diante do público-alvo. Para isso, foi realizada uma pesquisa qualitativa e de caráter exploratório, a fim de identificar como essas estratégias são importantes para o fortalecimento da marca e a fidelização dos clientes. A pesquisa foi conduzida por meio de entrevistas online e foi revelado que a reciclagem e a sustentabilidade são umas das estratégias mais importantes para fortalecer a marca de uma empresa familiar, além do marketing digital. As análises realizadas oferecem informações valiosas para a empresa familiar em estudo, além de contribuir para um entendimento mais amplo das dinâmicas do marketing no setor de embalagens, principalmente para empresas familiares de pequeno porte. Importante ressaltar que a pesquisa reuniu diversas estratégias tanto de comunicação como de marcas, validadas através das entrevistas, relevando seu impacto real no sucesso de uma empresa familiar.
This study had the general objective of understanding how a family packaging business establishes its communication strategies to strengthen its brand in front of the target audience. To this end, qualitative and exploratory research was carried out to identify how these strategies are important for strengthening the brand and building customer loyalty. The research was conducted through online interviews, and it was revealed that recycling and sustainability are one of the most important strategies to strengthen the brand of a family business, in addition to digital marketing. The analyzes carried out offer valuable information for the family business under study, in addition to contributing to a broader understanding of marketing dynamics in the packaging sector, especially for small family businesses. It is important to highlight that the research brought together several communication and brand strategies, validated through interviews, highlighting their real impact on the success of a family business.
This study had the general objective of understanding how a family packaging business establishes its communication strategies to strengthen its brand in front of the target audience. To this end, qualitative and exploratory research was carried out to identify how these strategies are important for strengthening the brand and building customer loyalty. The research was conducted through online interviews, and it was revealed that recycling and sustainability are one of the most important strategies to strengthen the brand of a family business, in addition to digital marketing. The analyzes carried out offer valuable information for the family business under study, in addition to contributing to a broader understanding of marketing dynamics in the packaging sector, especially for small family businesses. It is important to highlight that the research brought together several communication and brand strategies, validated through interviews, highlighting their real impact on the success of a family business.
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Keywords
estratégias de comunicação , empresas familiares , estratégias de marca , fortalecimento da marca , reciclagem , communication strategies , family businesses , brand strategies , strengthening the brand , recycling