Um estudo sobre a utilização do Mix de Comunicação de Marketing no Bar do Cuscuz.

Abstract

The bars and restaurants sector has significant relevance in the Brazilian economy. Given the high workload exercised daily in major cities and emerging to feed in these establishments is becoming a daily routine. Thus, the number of new bars and restaurants has multiplied in recent years, generating an increase in competition, which appeals to consumers in general. In this context, institutions need to develop mechanisms to create competitive advantage and differentiate themselves from competitors. Currently, some companies are embracing the use of marketing communication strategies to retain and attract new consumers. Given the above, the objective of this study was to analyze the use of marketing communication mix in a bar and restaurant, the city of Campina Grande, PB, one of the fastest growing cities in the Northeast interior. For this analysis we used the model of the marketing communication mix created by Kotler and Keller (2006). The method adopted was exploratory and descriptive. Data were collected through an interview with the managers of the Bar Couscous and analyzed in a qualitative manner. In general, the main findings were that companies that invest heavily in the use of communication strategies integrated marketing return receive the same amount or even more rewarding. The main conclusion is that with the continued use of innovative and challenging ideas and the constant search to meet more customers' wishes, the Bar Couscous has a different way of communication in relation to the local market, which is the main factor for success generated in the company in the past.