Aplicação de processos logísticos como estratégia de venda dos produtos da marca Garantido

Abstract

The Parintins Folklore Festival is one of the main tourist attractions in Amazonas State. This event has gained national and international fame through the image of the "Bois-Bumbás (Bumbás Oxen) Garantido and Caprichoso”, increasing the generation of income, jobs, products and services. Although using good marketing strategies to promote their brands, it should be noted that one of the Associations has been suffering persistent problems in marketing its official products. This paper aims to study the difficulties in the logistical process of the Boi-Bumbá Garantido products proposing suggestions for improvement and development. Given the Folklore Festival importance to the city socio-economic development as well as the lack of market research on the subject and the inevitability of being able to meet the increasingly demanding consumer, it is believed that it is important to generate data able to subsidize improvements suggestions in logistics process of the “Boi-Bumbá Garantido Brand”. It makes use of an applied, qualitative and exploratory research. The data colleting method used field research and a case study, besides using the observation and bibliographical research methods and interviews with the President and Marketing/Logistics and Planning Directors of the Association. The research results showed that there is need for readjust in the production, logistics and sales processes. Finally, proposals were suggested for Supply Chain Management for improving the Garantido Brand organizational level.