Brand repositioning in small retailer on footwear industry

Detalhes bibliográficos
Autor(a) principal: Rossini, Fernando Henrique
Data de Publicação: 2016
Outros Autores: Mangini, Eduardo Roque, Urdan, André Torres, Santos, Ariane
Tipo de documento: Artigo
Idioma: por
Título da fonte: Revista Ciências Administrativas (Fortaleza. Online)
Texto Completo: https://ojs.unifor.br/rca/article/view/4157
Resumo: The brand is an intangible asset that can have high value in the market and its positioning is critical to the consumer buying process. The aim of this paper was to evaluate a retailer brand repositioning which operates in the footwear industry using the fundamentals of segmentation and market positioning. Through a qualitative study that had as a single case study method, there was the collection and triangulation data owner, consultants and consumers of the company, which was the object of study, in order to ensure reliability research. From the data analysis, it was possible to infer that, even without major investment in communication values, the company is repositioning process on the market and correct actions in the marketing mix can leverage the company. Keywords: Brand Positioning. Differentiation.Marketing Segmentation. FootwearIndustry
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spelling Brand repositioning in small retailer on footwear industryReposicionamento de marca em pequeno varejista do setor calçadista (Brand repositioning in small retailer on footwear industry)The brand is an intangible asset that can have high value in the market and its positioning is critical to the consumer buying process. The aim of this paper was to evaluate a retailer brand repositioning which operates in the footwear industry using the fundamentals of segmentation and market positioning. Through a qualitative study that had as a single case study method, there was the collection and triangulation data owner, consultants and consumers of the company, which was the object of study, in order to ensure reliability research. From the data analysis, it was possible to infer that, even without major investment in communication values, the company is repositioning process on the market and correct actions in the marketing mix can leverage the company. Keywords: Brand Positioning. Differentiation.Marketing Segmentation. FootwearIndustryA marca é um ativo intangível que pode possuir elevado valor no mercado e seu posicionamento é fundamental para o processo de compra do consumidor. O objetivo desse artigo consistiu em avaliar o reposicionamento de marca de uma empresa varejista que atua no setor calçadista, utilizando os fundamentos de segmentação e posicionamento de mercado. Por meio de um estudo de ordem qualitativa que teve como método o estudo de caso único, realizou-se a coleta e triangulação de dados com proprietário, consultores e consumidores da empresa, que foi o objeto de estudo, com o intuito de assegurar a confiabilidade da pesquisa. A partir da análise dos dados, foi possível inferir que, mesmo sem grandes valores de investimento em comunicação, a empresa está em processo de reposicionamento no mercado e que ações corretas no composto mercadológico podem alavancar a empresa.Universidade de Fortaleza2016-07-20info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfapplication/xmlhttps://ojs.unifor.br/rca/article/view/415710.5020/2318-0722.22.2.542-572Revista Ciências Administrativas; v. 22 n. 2 (2016); 542-5722318-0722reponame:Revista Ciências Administrativas (Fortaleza. Online)instname:Universidade de Fortaleza (UNIFOR)instacron:UNIFORporhttps://ojs.unifor.br/rca/article/view/4157/pdfhttps://ojs.unifor.br/rca/article/view/4157/xmlRossini, Fernando HenriqueMangini, Eduardo RoqueUrdan, André TorresSantos, Arianeinfo:eu-repo/semantics/openAccess2020-04-02T17:51:55Zoai:ojs.ojs.unifor.br:article/4157Revistahttps://periodicos.unifor.br/rcahttp://ojs.unifor.br/index.php/rca/oai||revcca@unifor.br|| sergioforte@unifor.br2318-07221414-0896opendoar:2020-04-02T17:51:55Revista Ciências Administrativas (Fortaleza. Online) - Universidade de Fortaleza (UNIFOR)false
dc.title.none.fl_str_mv Brand repositioning in small retailer on footwear industry
Reposicionamento de marca em pequeno varejista do setor calçadista (Brand repositioning in small retailer on footwear industry)
title Brand repositioning in small retailer on footwear industry
spellingShingle Brand repositioning in small retailer on footwear industry
Rossini, Fernando Henrique
title_short Brand repositioning in small retailer on footwear industry
title_full Brand repositioning in small retailer on footwear industry
title_fullStr Brand repositioning in small retailer on footwear industry
title_full_unstemmed Brand repositioning in small retailer on footwear industry
title_sort Brand repositioning in small retailer on footwear industry
author Rossini, Fernando Henrique
author_facet Rossini, Fernando Henrique
Mangini, Eduardo Roque
Urdan, André Torres
Santos, Ariane
author_role author
author2 Mangini, Eduardo Roque
Urdan, André Torres
Santos, Ariane
author2_role author
author
author
dc.contributor.author.fl_str_mv Rossini, Fernando Henrique
Mangini, Eduardo Roque
Urdan, André Torres
Santos, Ariane
description The brand is an intangible asset that can have high value in the market and its positioning is critical to the consumer buying process. The aim of this paper was to evaluate a retailer brand repositioning which operates in the footwear industry using the fundamentals of segmentation and market positioning. Through a qualitative study that had as a single case study method, there was the collection and triangulation data owner, consultants and consumers of the company, which was the object of study, in order to ensure reliability research. From the data analysis, it was possible to infer that, even without major investment in communication values, the company is repositioning process on the market and correct actions in the marketing mix can leverage the company. Keywords: Brand Positioning. Differentiation.Marketing Segmentation. FootwearIndustry
publishDate 2016
dc.date.none.fl_str_mv 2016-07-20
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
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format article
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dc.identifier.uri.fl_str_mv https://ojs.unifor.br/rca/article/view/4157
10.5020/2318-0722.22.2.542-572
url https://ojs.unifor.br/rca/article/view/4157
identifier_str_mv 10.5020/2318-0722.22.2.542-572
dc.language.iso.fl_str_mv por
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dc.relation.none.fl_str_mv https://ojs.unifor.br/rca/article/view/4157/pdf
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dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
application/xml
dc.publisher.none.fl_str_mv Universidade de Fortaleza
publisher.none.fl_str_mv Universidade de Fortaleza
dc.source.none.fl_str_mv Revista Ciências Administrativas; v. 22 n. 2 (2016); 542-572
2318-0722
reponame:Revista Ciências Administrativas (Fortaleza. Online)
instname:Universidade de Fortaleza (UNIFOR)
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institution UNIFOR
reponame_str Revista Ciências Administrativas (Fortaleza. Online)
collection Revista Ciências Administrativas (Fortaleza. Online)
repository.name.fl_str_mv Revista Ciências Administrativas (Fortaleza. Online) - Universidade de Fortaleza (UNIFOR)
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