Conquistando o mercado da moda: elaboração de um plano de marketing exclusivo para a marca Be you

Abstract

All marketing actions are aimed at attracting, retaining, and establishing brand recognition in the market. Planning is of fundamental importance for all types of businesses, and thus a marketing plan is recommended to support and implement all decision-making and strategy development actions. The positioning of women is gaining increasing emphasis in the contemporary world, with numerous brands standing out for highlighting and supporting the cause. Through brand positioning, companies can develop a bilateral relationship between their target audience and their products/services, generating attractiveness and financial returns when valued by their consumers. In view of this, the main objective of this study was to develop a marketing plan for a microenterprise in the clothing sector in the city of Chapecó-SC. In order to carry out the study, the company's objectives and personas were defined, mapping the customer journey, conducting a SWOT and competitive analysis, establishing business goals, and developing an action plan. As for the research methodology, it is classified as qualitative, with an applied nature, and based on the objectives, it is descriptive, constituting a case study. The data collection employed a semi-structured interview technique conducted in person with the partners, and a questionnaire was administered virtually to customers and women who have a relationship with the brand, using a non-probabilistic convenience sample. The data analysis was based on content analysis techniques. Through data collection, it was possible to identify the business objectives and its main customers, identify the customer journey, and visualize the main actions presented in the marketing plan. The data collection allowed for the verification that customers provided valuable information that served as a basis for the study and for the exponential growth of the company.