Ampliando relacionamentos: um planejamento de comunicação para a Pastel & CIA

• Autor(a) principal: Moreira, Iara Neves [UNESP]
• Data de Publicação: 2018
• Tipo de documento: Trabalho de conclusão de curso
• Idioma: por
• Título da fonte: Repositório Institucional da UNESP
• Texto Completo: http://hdl.handle.net/11449/203774; http://www.athena.biblioteca.unesp.br/exlibris/bd/capelo/2020-01-20/000927104.pdf
• topic: Comunicação; Relações públicas; Marketing de relacionamento; Relationship marketing

The study develops a communication plan for a micro business in the food sector, located in Campinas city: the pastry shop Pastel & Cia. To do so, it introduces the contribution of strategic and directed communication, image and corporate identity, relationship marketing, branding. Furthermore, it features a research about the company‟s aspects and its competition, and a customer satisfaction survey. As a result, the plan brings communication strategies, marketing and relationship management, both for the physical store and its brand, as well as the positioning of Pastel & Cia on social networks (Facebook and Instagram), so as to maintain its relationship with its customers, increase its visibility on the virtual environment and, consequently, attract new potential audiences, increasing the company's products demand.