Cocriação de valor de uma marca : uma estratégia de marketing no setor alimentício direcionado ao público infantil

Abstract

In the face of constant market changes and increasing consumer demands, companies face the challenge of reinventing themselves to remain competitive, strengthen their brands, promote their products, and build customer loyalty. In this context, various marketing strategies can be adopted, with value co-creation standing out as an effective alternative. This study aimed to understand how the children's school food company Hortafood uses value co-creation actions to deliver its value proposition to parents and children, highlighting the main strategies employed. In doing so, the company improves its processes, strengthens its brand, and personalizes its services through continuous interaction with customers. The research adopted a qualitative and descriptive approach, using semi-structured interviews as the main data collection instrument, involving the company's managers as participants. The objective was to identify the value co-creation practices used by Hortafood, examining their advantages and disadvantages, as well as their impact on positive business outcomes. The main aspect investigated was how ongoing relationships with consumers contributed to internal improvements in the organization, while also strengthening the brand and fostering customer loyalty. Based on the analysis of the results obtained by the organization, it was possible to measure the benefits resulting from the application of value cocreation in its value proposition.