A estratégia do marketing de causa em relação à geração Millennials: um estudo de caso da empresa Usina do Hambúrguer

• Autor(a) principal: Marmentini, Adriée
• Data de Publicação: 2018
• Tipo de documento: Trabalho de conclusão de curso
• Idioma: por
• Título da fonte: Repositório Universitário da Ânima (RUNA)
• Texto Completo: https://repositorio.animaeducacao.com.br/handle/ANIMA/10499
• topic: Marketing de causa; Usina do Hambúrguer; Millennials

In a scenario that has been, over the years, marked by transformations in approaches to evaluation with the consumer, a connection between brands with social and environmental movements has been gaining strength. In the context, the present work has as its theme the Cause-Related Marketing strategy in relation to the millennials generation. The choice is justified in understanding how to connect the consumer to a company through the Cause-Related Marketing strategy. The present study intend to analyse the strategies of Cause-Related Marketing in the millennials generation through out two perspectives: explaining the concept of the term, analysing its advantages and disadvantages and how the Cause-Related Marketing is applied in organizations, specifically at Usina do Hamburguer. This study has as methodology the bibliographical research through articles and materials that approach the subject. Followed by a case study of the 2016 Usina do Hamburguer campaign, called “Issonão é um hambúrguer, isso é um movimento”. in addition to a qualitative research applied to the millennials customers, it was sought to highlight their type of relationship as a Cause-Related Marketing strategy and positioning. The study had two objectives: (1) those beneficial to the promotion of the cause and its relation to the millennials: (1) those beneficial to the promotion of motivation and socio-environmental promotion at the same time; Values of companies and (3) the importance of tightening true ties with a generation millennials. In this sense, this work highlights the importance of exploring a tool of Cause-Related Marketing and being a source of information for working professionals and academics seeking to understand this strategy.