Propostas de estratégias de marketing para valorização de produtos de indicações geográficas de Alagoas

Abstract

Marketing products in a structured and continuous way is one of the major bottlenecks encountered by holders of geographical indication (GI) registrations in Brazil. From the research problem, on how to structure marketing strategies to enhance the value of GI products from Alagoas, it was observed that there is no structured method to support the marketing of products or defined commercial strategies to assist GIs in their initiatives for market access. The general objective of this study is to propose marketing strategies to enhance the value of GI products from Alagoas. To achieve it, specific objectives are pointed out to identify perceptions of actors of the support ecosystem about the most appropriate model to enhance results, to verify the existing difficulties in the production chains and opportunities for inference of strategic actions, assisting in the development of marketing strategies, with recommendations that will support the dissemination of their products and the GI as a whole. The research has an applied nature and uses the abductive method. Its approach is qualitative and has an exploratory objective, using as research methods the meta-study; data survey; action research and Design Science research. The data were collected by means of bibliographic and documentary research and intensive and extensive direct observation, which were treated by means of content analysis. The results show that there are 98 GIs, with a strong concentration in the South and Southeast regions of Brazil - a low number of registrations, considering the capacity and diversity of existing products and services. There is a breakdown in local governance, which significantly impacts market access and trade promotion, causing weak positioning. In the country, there is no structured public policy that encourages the GIs as a strategy for territorial development and this is reflected in a weakened entrepreneurial ecosystem, systematized in four spheres (business, promotion, governmental, and technoscientific), based on only one or two agents, which causes overload and limitation of economic-financial investments to support the productive groups. Still, there is no professionalization of business management in the GIs, especially in the commercial area, revealing empirical market performance, as well as high technical and financial dependence of the less structured groups. Finally, we obtained four main recommendations for the agents that make up this business environment: strengthening the business environment to enhance the GI; professionalization of business management; marketing planning; and dissemination, communication of attributes and focused and active sales.