Marketing e os formadores de opinião: case Havaianas

• Autor(a) principal: Souza, Luana de Oliveira Potapczuk de
• Data de Publicação: 2020
• Tipo de documento: Trabalho de conclusão de curso
• Idioma: por
• Título da fonte: Biblioteca Digital de Teses e Dissertações da PUC_SP
• Texto Completo: https://repositorio.pucsp.br/jspui/handle/handle/26719
• topic: CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO; Marketing; Sandálias havaianas; Comportamento do consumidor; Formadores de opinião; Marketing; Havaianas; Consumer behavior; Influencers; Opinion makers

With the advent of the internet and the improvement of technologies, marketing practices have been affected and new trends emerged. Companies need to be attentive to the market, know its consumer behavior well and be ready to innovate, because only then will they not become obsolete. Traditional marketing works together with digital strategies and is more centered on the human being, we can also see that the influence of advertising campaigns gave way to spontaneous conversations, the social circle has more credibility and influence on the consumer's decision-making at the purchase time. That was how in 1995, Havaianas, the company being analyzed in this study, realized that it needed to reposition the brand and change its marketing strategies using opinion makers, such as actors, to attract the middle class instead of being associated only with the working class. The aim of this study is to analyze how Influencers contributed to the repositioning of the brand. The present work was carried out from a bibliographic survey and qualitative research with articles, books and electronic database, in order to seek various information to elucidate the theme proposed here