ESTRATÉGIAS DE COMUNICAÇÃO: ANÁLISE DE UMA REDE DE SUPERMERCADOS DE AQUIDAUANA-MS

Abstract

The communication strategy involves identifying and defining clear objectives to develop an attractive message for its consumers, selecting the appropriate channels for distributing its information. The objective of this work is to analyze the communication strategies of a supermarket chain in Aquidauana-MS. The research presents a qualitative approach, classified as descriptive and uses a case study, a semi-structured interview was conducted, presenting the use of thematic analysis. In the research, it was identified that the chain publishes daily offers from various sectors; promotes raffles, tastings and product demonstrations; an employee acts as a public relations officer; the chain uses Instagram and WhatsApp; has an app; trains employees and offers customer service; and uses personal sales. Thus, it can be seen that, even after more than twenty years in the market, the chain seeks to update itself in the trends of communication media to always be present in the routine of its customers.