Estudo de caso da empresa Chicken House: o marketing digital como estratégia para alavancar a marca

Abstract

This course completion work has as its theme a case study of the company Chicken House and how digital marketing has been used as a vital strategy to leverage its brand. Through an in-depth analysis, the work highlights the importance of strong branding in the activities that characterize the practice of the food sector and the formation of a robust brand image. Chicken House's digital strategy, inspired by successful models in the market, serves as a reference to evaluate the effectiveness of campaigns, interaction with the target audience and conversion into sales and customer loyalty. The methodology used is based on bibliographical review, development of the web page, as well as the business experience of the entrepreneur. To better explain the work, it is divided as follows: Stage 1: History of the Chicken House brand; Step 2: Research other brands, how they behave and what tools they use to help with digital marketing; Step 3: Development of an institutional website to strengthen the brand; Stage 4: Study and presentation of the CRM used in the company; Step 5: Brand management using Meta Business Suite tools. As expected results, there is a sign of increased sales, more interactivity with customers as well as increased revenue.