Análise das estratégias de marketing e de posicionamento das vinícolas contrapondo com os sentidos percebidos pelos clientes das vinícolas do submédio do São Francisco

Abstract

In a competitive environment, companies that can act to plan and execute optimized strategic marketing where they can satisfy the customer, generate greater competitiveness, and respond to the market will be able to stay alive in the face of the challenges in their environment. Knowing the factors that lead consumers to choose one product over another is one of the conditions to understand the dynamics of the market, that is where marketing comes in which one of the functions is the identification and satisfaction of human needs. used in a strategic way, that is, standardized actions and resource allocations to achieve the organization's objectives. This research studied the wine market, using as a case study two wineries of the valley of São Francisco, with the intention of analyzing the strategies of marketing and positioning of the wineries in the world and to confront the perceptions of the wineries customers of the valley. from São Francisco. It is a research of hybrid nature, ie qualitative and quantitative, exploratory type. To achieve the objectives was used the systematic review method, which were identified the main marketing strategies and brand positioning for the wineries. For data collection we used the questionnaire tool, applied to the wineries customers in the region. We noticed the most diverse types of marketing strategies and positioning, which were used by wineries. Confronting the senses perceived by the clients, the study showed that all the strategic points mentioned in the systematic reviews were perceived in the interviewees' statements, thus, it can be inferred that the wineries of the São Francisco Valley region that the marketing strategies practices and positioning are perceived by customers living in the region.