Philip mead, um hidromel que não é apenas para homens
DOI:
https://doi.org/10.53946/rmr.v3i1.12Keywords:
Comportamento do Consumidor, Segmentação de Mercado, Comunicação Integrada.Abstract
Purpose: This paper is a business case, elaborated to be used in courses of Marketing in levels of undergraduation and MBA, and to discuss the following themes: culture of consumption; customer and shopper behaviours; segmentation and integrated communication.
Design/Methodology/Approach: The business case presents a problem from a real company, to be discussed during class time and analysed based on specialised literature from knowledge fields related to the theme.
Findings: At the end of discussions, students should be capable to: a) understand customers’ motivations to consumption and their importance to the business; b) highlight the importance of consumption experience for customers and the influence of marketing communication; c) identify the several roles performed by customers and the company’s influence for the performance of these roles, derived from its market positioning and communication; and d) establish mechanisms to support a company to adapt its market positioning and communication in order to diversify its target.
Theoretical/Methodologic Contributions: Using teaching notes available after the business case itself, lecturers can comprehend how to conduct the debate and develop the solution with participation of students, considering the supportive literature and the main variables involved in discussion.
Originality/Value: Historically, consumption of alcoholic beverages has been positively associated just to masculinity. However, constant social changes occurred in 21st century and the recognition of female protagonism are factors which have influenced companies to rethink their market positioning related to the consumption of beverages by women. Due to this, companies are searching for implement changes not just in their products, but especially regarding marketing communication.
Research Implications: The main outcome of this business case is to promote a better comprehension about marketing communication issues, especially related to sensible themes, in order to enable managers to develop more assertive communication strategies, focused on face current society demands.
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References
CISA. (2020). Álcool e a Saúde dos Brasileiros: Panorama 2020. Disponível em: https://cisa.org.br/index.php/biblioteca/downloads/artigo/item/207-panorama2020
INSTITUTO BRASILEIRO DE GEOGRAFIA E ESTATÍSTICA – IBGE (2019). Pesquisa Industrial Anual - Produto 2018. Brasília: IBGE. Disponível em https://sidra.ibge.gov.br/pesquisa/pia-produto/quadros/brasil/2018
ORGANIZAÇÃO MUNDIAL DA SAÚDE – OMS-WHO (2018). Global Status Report on Alcohol and Health 2018. Geneva: World Health Organization. https://apps.who.int/iris/handle/10665/274603.
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