MARKETING STRATEGY: the case of #curitibasualinda

Abstract

The brand #CuritibaSuaLinda is an initiative of Curitiba City Hall, through an action with the Municipal Institute of Tourism and the public transportation company URBS (Urbanization of Curitiba). It was created to replace the former brand of souvenirs Leve Curitiba. Marketing is responsible for the communication and intermediation between the company and its customers. The strategy outlined by the 4Ps are of fundamental importance for marketing planning. The main objective was to identify the marketing strategies of the souvenir brand #CuritibaSuaLinda. Exploratory research was carried out, with a qualitative approach and descriptive analyses in which a need was perceived for the brand to keep abreast of new market trends and its own marketing positioning. Some shortfalls were seen in relation to the marketing planning, as well as a lack of strategies for its divulgation, particularly in the online environment.