Brand repositioning in small retailer on footwear industry
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Data de Publicação: | 2016 |
Outros Autores: | , , |
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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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 info:eu-repo/semantics/publishedVersion |
format |
article |
status_str |
publishedVersion |
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 |
language |
por |
dc.relation.none.fl_str_mv |
https://ojs.unifor.br/rca/article/view/4157/pdf https://ojs.unifor.br/rca/article/view/4157/xml |
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) instacron:UNIFOR |
instname_str |
Universidade de Fortaleza (UNIFOR) |
instacron_str |
UNIFOR |
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) |
repository.mail.fl_str_mv |
||revcca@unifor.br|| sergioforte@unifor.br |
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