Plano de marketing para reposicionamento de marca de uma loja online de acessórios femininos em Natal/RN

Abstract

This study aimed to develop a Marketing Plan for Seriguela, a jewelry store based in Natal/RN, with the goal of repositioning its brand in the local semi-jewelry market. The research employed strategic tools such as PESTEL and SWOT analyses, the Business Model Canvas, and the Marketing Mix (4Ps) to identify opportunities and propose practical actions to enhance the company’s competitiveness. Additionally, digital marketing was used as a key diferential to engage the target audience and strengthen the brand's identity. The methodology integrated qualitative analysis and bibliographic review to understand local market needs and design strategies that align Seriguela's goals with the demands of quality demanding costumers. The expected results include the consolidation of the brand in the semi-jewelry market and customer loyalty through differentiated and trend-aligned actions.