Planejamento de marketing e redesign de marca da casa noturna Recanto Sertanejo

Abstract

This work presents the brand redesign development and the structure of the marketing plan to market reposition for the company Recanto Sertanejo, nightclub located in São José dos Pinhais - PR. At first was realized the literature research depth on marketing, marketing services and how to prepare a plan of marketing. Also was realized a research about the importance of design, as its methodologies and characteristics of a system of branding. To support this development project, was realized a qualitative research to raise data, analyzed market and competitors, and, after this, the planning strategies suggested. Defined requirements and restrictions of the project, was generated alternatives, selected the best solution, study color and approval with the client, and definition of the brand and market position. After that, was labored the brand guide, defining rules for the Visual Identity System.