Design de consultoria de comunicação adaptado para empresas do setor biotecnológico

Abstract

The biotechnology industry in Brazil is booming, while limitations to its growth coexist related to the lack of knowledge about product marketing, among others. A tool which can contribute to market positioning is the design in the marketing communication for the biotechnology companies. In this sense, the aim of this work was to analyze the situation of a company with long years of experience in the dairy industry with difficulties in the market escalation and, based on the identified problems, to propose the design and implementation of an optimized communication consultancy as a potential tool for its development. For this, exploratory research as a case study was developed in three stages: diagnosis, strategy communication and, implementation. The results of the diagnosis showed the company's relationship with the customer (retailer or consumer), the tiny communication channels used and the absence of digital presence and the potential opportunities that should be explored. In the strategy communication step, the results enabled the definition and creation of company personas and the construction of the customer communication journey that mapped the communication channels and relationship styles, as well as defining the lack of active brand disclosure to the customer. Proposals of action plans, goals and indicators for the company Laticínio Milhã were elaborated in order to overcome the difficulties, limitations and critical points identified in the development of this work. The required investment and execution schedule reveals the potential to increase the number of customers and hence sales in a short period of time with a small investment that can be relaxed as well as reduced. In general, there is the importance of creating strategies to leverage products, brand and scale the enterprise, and for this, the need to build a theoretical base on entrepreneurial education.