As estratégias do mix de marketing utilizadas no lançamento de um produto: o caso da IPELSA.

Abstract

This study approaches an analysis about the mix of marketing of Ipelsa - Industry of Cellulose and Paper of Paraíba S/A, used as strategy of release of the vison napkin in the market. For so much, the text is organized in five subsequent sections, to know: Introduction, Identification of the Company, Theoretical Foundation, Methodological Aspects and Presentation of the Results, Conclusions and Suggestions. The research had as general objective to analyze the mix of marketing used by Ipelsa, as strategy of release of a product, identifying the strategies used for release of the product with base in the mix of marketing, presenting the distortions of those strategies with base in the theory and proposing new strategies. As for the methodology used for execution of this work, a research of character exploratory, descriptive and qualitative was accomplished, constituted of a bibliographical revision about the theme in subject, whose main variables were the cellulose section and paper and the mix of marketing (product, price, square and promotion), used as strategy of release of a product. The obtained results evidenced that the cellulose section and paper is very attractive to the release of the vison napkin, because among the products for sanitary ends, the napkin presented better result in consumption expansion in the last two years and also that the mix of marketing used by Ipelsa as strategy of release of the product, assists to the objectives of the company in the sense of to improve his financial acting and to expand his performance in the market, however that acting could be maximized with the implantation of a marketing department, that they could propose better product strategies with professionals of the area, price, square and promotion not only for the release of the product but also for all of the areas of the company.