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Marketing de Guerrilha: as percepções dos consumidores de bebidas alcoólicas
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Abstract(s)
Cada vez mais a publicidade convencional vem perdendo força junto aos consumidores. Um dos principais fatores é a quantidade de anúncios interruptivos e intrusivo a que estes são bombardeados todos os dias. Além disso, com o avanço da tecnologia e com a alteração no processo de compra, em que os consumidores têm muito mais acesso à informação, estes tornaram-se mais exigentes e carentes de novidades, sendo muito mais desafiador conseguir ganhar espaço em suas mentes.
O marketing de guerrilha surge como uma ferramenta, que quando bem aplicada, pode despertar sentimentos de felicidade e surpresa e envolver emocionalmente os consumidores da marca. Isso acontece, pois em sua grande maioria, são ações disruptivas, surpreendentes, criativas e que muitas fogem ao senso comum. Devido, entre outros fatores, ao seu efeito surpresa, as ações de marketing de guerrilha tendem a viralizar, aumentando o efeito de propagação da mensagem, potencializando o volume de negócios.
Desta forma, este trabalho buscou investigar quais são as percepções dos consumidores de bebidas alcoólicas em relação às ações de marketing de guerrilha. Para isso foi feito uma pesquisa quantitativa, através de um questionário online e uma pesquisa qualitativa com entrevistas não presenciais, à especialistas sobre o tema. Recorri também à revisão da literatura e artigos científicos sobre o tema, para dar embasamento teórico ao estudo.
Com a análise dos resultados, foi possível concluir que o marketing de guerrilha é uma estratégia valorizada pela grande maioria dos consumidores de bebidas alcoólicas, sendo este percebido de forma positiva pelos entrevistados. Além disso, as ações de marketing de guerrilha, podem provocar diversas emoções nos consumidores, mudando sua percepção em relação a marca, no que tange fatores como o aumento do apreço e o recall de marca. Não foi possível identificar uma estratégia de marketing de guerrilha que seja mais efetiva, devido às diversas variáveis que afetam o mercado. O que verdadeiramente afeta o resultado de uma ação é a sua relevância e adequação com a estratégia e posicionamento da marca. Portanto, todas as empresas, principalmente as pequenas e médias que buscam se diferenciar no mercado devem recorrer esse tipo de estratégia para conquistar um lugar na mente dos consumidores.
Conventional advertising has been increasingly losing consumers attention. One of the key factors of it is the amount of disruptive and intrusive ads that people are bombarted with every day. Moreover, with the advance of technology and the change in the purchasing process, in which consumers have now much more access to information, they have become more selective and demanding for news, being much more challenging for companies to gain space in their minds. Guerrilla marketing emerges as a tool, which when well applied, can awaken feelings of happiness and surprise and emotionally involve consumers of the brand. This happens, because in its vast majority, these actions are disruptive, surprising, creative and out of the box. Due, among other factors, to its surprise effect, guerrilla marketing actions tend to viralize, increasing the effect of spreading the message and enhancing the volume of business. In this context, this study aims to understand the perceptions of consumers in the alcoholic beverages segment, related to the guerrilla marketing actions. For this, a quantitative survey was carried out, through an online questionnaire and a qualitative research with remote interviews, with specialists on the subject. I also consulted the literature review and scientific articles on the subject, to give theoretical foundations to the study. With the results analysis, it was possible to conclude that guerrilla marketing is a strategy valued by the vast majority of consumers of alcoholic beverages, being perceived positively by the interviewees. In addition, guerrilla marketing actions can provoke various emotions in consumers, changing their perception of the brand, regarding factors such as increased brand appreciation and recall. It was not possible to identify a guerrilla marketing strategy that is more effective due to the various variables affecting the market. What truly affects the outcome of an action is its relevance and suitability with the brand's strategy and positioning. Therefore, all companies, especially small and medium-sized ones, that seek to differentiate themselves in the market, should use this type of strategy to win a place in consumers ' minds.
Conventional advertising has been increasingly losing consumers attention. One of the key factors of it is the amount of disruptive and intrusive ads that people are bombarted with every day. Moreover, with the advance of technology and the change in the purchasing process, in which consumers have now much more access to information, they have become more selective and demanding for news, being much more challenging for companies to gain space in their minds. Guerrilla marketing emerges as a tool, which when well applied, can awaken feelings of happiness and surprise and emotionally involve consumers of the brand. This happens, because in its vast majority, these actions are disruptive, surprising, creative and out of the box. Due, among other factors, to its surprise effect, guerrilla marketing actions tend to viralize, increasing the effect of spreading the message and enhancing the volume of business. In this context, this study aims to understand the perceptions of consumers in the alcoholic beverages segment, related to the guerrilla marketing actions. For this, a quantitative survey was carried out, through an online questionnaire and a qualitative research with remote interviews, with specialists on the subject. I also consulted the literature review and scientific articles on the subject, to give theoretical foundations to the study. With the results analysis, it was possible to conclude that guerrilla marketing is a strategy valued by the vast majority of consumers of alcoholic beverages, being perceived positively by the interviewees. In addition, guerrilla marketing actions can provoke various emotions in consumers, changing their perception of the brand, regarding factors such as increased brand appreciation and recall. It was not possible to identify a guerrilla marketing strategy that is more effective due to the various variables affecting the market. What truly affects the outcome of an action is its relevance and suitability with the brand's strategy and positioning. Therefore, all companies, especially small and medium-sized ones, that seek to differentiate themselves in the market, should use this type of strategy to win a place in consumers ' minds.
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Keywords
Marketing de Guerrilha Efeitos de Marketing de Guerrilha Comportamento do Consumidor Buzz Marketing