Development of Integrated Marketing Communication Plan for Beauty Salon

Authors

  • Eduardo Roque Mangini Instituto Federal de São Paulo http://orcid.org/0000-0002-8363-9226
  • Alessandra Fernandes Cezar Mangini Universidade de Sorocaba
  • Tatiana Ferrara Barros Universidade Nove de Julho

DOI:

https://doi.org/10.18316/desenv.v9i2.6781

Keywords:

Marketing, small business, communication

Abstract

This study aimed to develop and implement an Integrated Marketing Communication (CIM) Plan for a small company that provides beauty and aesthetic services. The method employed was qualitative, using bibliographic, documentary, and action research. With the development and application of the CIM plan, it was possible to observe an increase in the customer base, with increased sales and improved organizational commitment for employees. Another result was the increase in brand awareness by potential customers through the revitalization of the brand. The importance of the CIM plan is emphasized as a synergistic enhancer for the different areas of the company, as well as the improvement of the company’s relationship with the target, and improvement of workflow and financial control. The study enabled the use of Service Blueprint as a diagnostic tool for the development of actions planned and employed in the CIM plan.

Author Biographies

Eduardo Roque Mangini, Instituto Federal de São Paulo

Doutor em Administração pela Universidade Nove de Julho (UNINOVE). Graduado em Administração pela Universidade Federal de Lavras (UFLA). Professor do Instituto Federal de São Paulo (IFSP), câmpus São Roque.

Endereço Postal: Rodovia Prefeito Quintino de Lima, 2100 - Paisagem Colonial - São Roque - SP - CEP 18145-090. E-mail: eduardo.mangini@uol.com.br.

Alessandra Fernandes Cezar Mangini, Universidade de Sorocaba

Graduada em Administração pela Universidade de Sorocaba (UNISO). Consultora de Negócios

 

Tatiana Ferrara Barros, Universidade Nove de Julho

Doutora em Administração pela Universidade de São Paulo (USP). Graduada em Farmácia e Bioquímica pela Universidade Paulista (UNIP). Professora da Universidade Nove de Julho (UNINOVE)

 

References

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Published

2020-07-30

Issue

Vol. 9 No. 2 (2020)

Section

Artigos Tecnológicos

License

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