A utilização do marketing de experiência como estratégia de vendas: estudo de caso do restaurante temático Reino do Nunca

Abstract

As technologies continue to advance, it is observed that the consumer is increasingly demanding. Companies, in an attempt to follow these advances and get ahead of the competition, begin to worry about finding ways to stand out in the market, striving to keep their customers and conquer new ones, aiming at their loyalty. Therefore, this monograph seeks to place Experiential Marketing as a marketing tool that offers not only products to the customer, but memorable moments along with innovating life experiences. The main goal of this final paper is to discuss the theoretical frame about the theme, followed by an analysis of theory in practice, through the case study of the theme restaurant "Reino do Nunca". The research begins with a survey of Experiential Marketing's concepts, exploring the experience dimensions and strategies used in their planning. The research data were collected through a bibliographical review, interviews with the owners of the analyzed brand and observational research, seeking to reach conclusions that add to the studies on the theme.