Plano de comunicação: empresa Edileuza doces finos

Abstract

The present study consists of proposing a communication plan for the company Edileuza Doces Finos, a candy store in the north of Natal/RN, aiming to attract, conquer and retain more customers. For this, the current situation of the market was investigated, in addition to the customers' perception about aspects of functioning and communication. A survey of the company's internal and external aspects was also carried out to understand the current scenario and identify strengths and weaknesses, in order to determine ways to carry out the planning and also fulfill specific objectives. The research has a qualitative and quantitative approach, of the descriptive type, using the means of bibliographical research and case study. The investigation was carried out through interviews directly with the company and questionnaires with consumers. With the results, integrated marketing communication actions were suggested with the most effective channels to solve any problems identified and reach the company's objectives, which will be able to evaluate and promote the application of the recommendations according to its availability.