Relações públicas, estratégias e técnicas: análise da memória institucional da Coca-Cola Brasil

Abstract

The Coca-Cola brand has business in more than 200 countries. The Coca-Cola brand, more specifically, Coca-Cola Brazil has shown itself to be a leader among competitors in the non-alcoholic beverage sector, featuring a sales success in Brazil and worldwide. Based on this premise, the following guiding questions arise: What strategies are used? How are they applied? Which is intended to clarify this work. The objective of the research was to analyze the Marketing strategies of the company Coca-Cola Brasil and the influence with its relationships with the consumer public. The method adopted in the research is qualitative and exploratory. The information presented in the study is largely based on the use of secondary data acquired from reports found online, in addition to extensive consultations on the institutional website of Coca-Cola Brasil. In order to reach the objectives proposed in the present work, in principle, a bibliographic review regarding the context of the study was carried out as a starting point, as a form of theoretical-scientific support for the elaboration of the research. For the collection of bibliographies, the following databases were used:Scientific Electronic Library Online (SCIELO, Google Scholar, Catalog of Theses and Dissertations from CAPES and from the digital platform of Coca-Cola Brazil. After data collection, the following were performed stages: exploratory reading of all selected material, selective reading, recording of information extracted from the sources in specificinstruments. Cola Brasil, providing time and autonomy for its projects, to allow its execution, in a planned and structured way. The marketing innovation verified from the institutional website of Coca-Cola Brasil shows that the brand intends to boost sales through virtual means, as well as many incorporations that already use digital devices to alert customers about products that they recently searched the internet, based on the pre-registered customer profile. Yet a comparison of actual programs and initiatives reveals significant impacts of corporate sustainability practices on communities, the environment and human capital development in developing countries. Coca-Cola Brasil's strategic contribution with regard to governance,sustainability and social responsibility is represented by the constructions on thesustainability dimension of the regulatory framework, and alwaysaiming at increasing brand recognition.