Análise e estratégias de lançamento de produto: um estudo de gestão mercadológica

Abstract

This paper presents the development of a strategic marketing plan for the launch of a Brazilian company specialized in the artisanal production of limoncello, a traditional Italian liqueur. The main objective is to propose strategies that combine the cultural values of European tradition with the preferences and consumption habits of Brazilian consumers, promoting an authentic, accessible, and culturally resonant product. The methodological approach is qualitative and explanatory, based on bibliographic research and the application of the marketing plan model proposed by Ikeda and Campomar, which includes situational analysis, objective definition, strategy formulation, and the development of operational actions. The research indicates a growing appreciation for artisanal products, gastronomic experiences, and differentiated beverages in the national market, representing an opportunity for competitive positioning. Additionally, PESTEL and SWOT analyses were conducted to map the external and internal factors that influence the artisanal alcoholic beverage sector in Brazil. Based on this, strategic guidelines were defined for the marketing mix elements (product, price, place, and promotion), as well as actions related to visual identity, distribution channels, and digital positioning. It is concluded that the structured application of a marketing plan adapted to the Brazilian context and supported by established theoretical models contributes significantly to the company’s market entry and the construction of a relevant brand aligned with its target audience.