Composto de marketing sustentável: estudo de caso de fabricante de alimentos com base vegetal
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Tipo
TCC
Data de publicação
2023-12-05
Periódico
Citações (Scopus)
Autores
Papo, Amanda Bernardes
Menezes, Beatriz Gimenes de
Ramos, Lucas Souza
Menezes, Beatriz Gimenes de
Ramos, Lucas Souza
Orientador
Madeira, Adriana Beatriz
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ISSN da Revista
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Resumo
Este estudo objetivou investigar como ocorre o composto de marketing sustentável em uma empresa fabricante de alimentos de base vegetal. No referencial teórico foram abordados os tópicos, definição de sustentabilidade e evolução do conceito, composto de marketing e composto de marketing sustentável. A pesquisa teve caráter qualitativo exploratório, por meio de estudo de caso. As fontes de evidências utilizadas foram entrevista, observação participante e direta. A análise dos dados se deu por triangulação entre as fontes de evidência e aporte teórico. Observou-se que a empresa analisada utiliza diversos recursos para se diferenciar e apoiar causas sustentáveis. O mix de produto é abrangente e traz diversas opções para o público flexitariano. O preço ainda está em um patamar inacessível para diversas camadas da população reforçando que apoiar causas sustentáveis ainda não se adequa ao estilo de vida que muitos enfrentam. A promoção traz uma imagem futurística e inovadora, se aproximando com os ideais que a marca prega em suas campanhas de que a sustentabilidade compõe o futuro e a praça traz abrangência nacional e internacional, sendo presente em diversas grandes redes, no entanto, ainda possui algumas contradições quanto ao meio de transporte utilizado para a distribuição.
The aim of this study was to investigate how the sustainable marketing mix occurs in a plant-based food manufacturer. The theoretical framework covered the definition of sustainability and the evolution of the concept, the marketing mix and the sustainable marketing mix. The research was qualitative and exploratory, using a case study. The sources of evidence used were interviews, participant and direct observation. The data was analyzed through triangulation between the sources of evidence and the theoretical framework. It was observed that the company analyzed uses various resources to differentiate itself and support sustainable causes. The product mix is comprehensive and offers various options for the flexitarian public. The price is still unaffordable for many sections of the population, reinforcing the fact that supporting sustainable causes still doesn't fit in with the lifestyle that many face. The promotion has a futuristic and innovative image, in line with the ideals that the brand preaches in its 2 campaigns - that sustainability makes up the future. The square has national and international coverage and is present in several large chains, although it still has some contradictions regarding the means of transportation used for distribution.
The aim of this study was to investigate how the sustainable marketing mix occurs in a plant-based food manufacturer. The theoretical framework covered the definition of sustainability and the evolution of the concept, the marketing mix and the sustainable marketing mix. The research was qualitative and exploratory, using a case study. The sources of evidence used were interviews, participant and direct observation. The data was analyzed through triangulation between the sources of evidence and the theoretical framework. It was observed that the company analyzed uses various resources to differentiate itself and support sustainable causes. The product mix is comprehensive and offers various options for the flexitarian public. The price is still unaffordable for many sections of the population, reinforcing the fact that supporting sustainable causes still doesn't fit in with the lifestyle that many face. The promotion has a futuristic and innovative image, in line with the ideals that the brand preaches in its 2 campaigns - that sustainability makes up the future. The square has national and international coverage and is present in several large chains, although it still has some contradictions regarding the means of transportation used for distribution.
Descrição
Palavras-chave
sustentabilidade , composto de marketing , alimentos de base vegetal , sustainability , marketing mix , plant-based food