Plano de marketing como ferramenta estratégica de comunicação: o caso Quitanda no seu Lar

Abstract

The various changes that occur in the digital world mean that companies need to be constantly adapting and improving their attitude towards their consumers. With the onset of the Covid 19 pandemic in 2020, many organizations, in Brazil and around the world, had to look for new ways to stay in the market and have steady income. For this reason, many of them chose to start or solidify their sales online, through social networks and other platforms. Knowing this, the present work sought, through studies in Public Relations and Marketing, to understand how these two areas can work together and add essential results for companies. Likewise, the Marketing Plan tool is an excellent communication strategy used to establish paths that strengthen the company's relationship with its audiences. The present work aimed to analyze how the construction of a Marketing Plan can strengthen the communication between acompany in the hortifruti sector and its public, taking as object the Quitanda No Seu Lar. The study was supported by research through an online form for two months (May-June 2021) withthe purpose of analyzing the characteristics of the public and the way they saw the company. Therefore, with the results of the responses, a Marketing Plan was proposed according to the reality of the organization and its growth objectives, as well as evaluating how the approach ofthe proposed actions could be consolidated.