Estratégias de marketing na indústria da água: estudo de caso da empresa Minuto Água®

Abstract

Organizations, during their innovation management process, perceive the need to define the most appropriate innovation strategy to make their business proposal reach the market with greater potentiality and probability of success. Therefore, Minuto Água, acting in the market with water purifiers since the year 2012, has been adapting and innovating its process of filtering, design and commerce, according to the needs existing in the market, over the years. Through research and studies done on water, the company Minuto Agua has envisioned a promising market in the segment. The water problem is related from its scarcity to the quality of the water that the population has access to. Currently there are water improvement methods with innovative technologies that make it excellent for consumption, several of these methods are already used in some countries such as: Germany, Japan, USA. By studying and visualizing this market niche, the Minuto Água company initially became its CNAE, which was consulting, training and education, and throughout the research it was realized the possibility of expanding the business beyond existing activities, inserting the CNAE of retail trade and wholesaler, with the purpose of giving people the opportunity to have access to technologies that promote health, well being and quality of life through water, the objective of this work is to present a new marketing model for the Water Minute, based on innovative water treatment processes and communication and marketing strategies with the individual.