Estratégia centrada no consumidor: um estudo de caso em uma multinacional de bebidas não alcoólicas

Abstract

Over past few years, society has been having significant changes. People have changed their consumption habits, seeking healthier alternatives to food, being more connected on the internet and valuing the experience. Besides, the growth of new companies has increased competition, with companies that work more strategically to gain new consumers. Therefore, this work was elaborated with the general objective of analyzing the process of repositioning the brand of a non-alcoholic beverages company, the market leader in the world, in face of the change in consumption patterns and habits of society, and the Consumer Centric strategy, focused on the consumer, adopted by the same. The methodology applied in the study is presented as a research of an applied nature, following a qualitative approach of information, with an exploratory objective and presented in the form of a case study. The company chosen for the study was The Coca-Cola Company and the information was collected from official reports published by the company's official media, newspapers, magazines and historical documents, in addition to direct observation of the author. With the results obtained it was possible to understand more about the Consumer Centric strategy and as a multinational, by adopting it, strategically repositioning its brand and putting into action market actions.