Posicionamento de comunicação no mercado regional de calçados : estudos das estratégias da Lojas Eny diante do comércio online.

Abstract

The modernization, boosted by new technologies and the access to information, led to changes in the way of living and relationships in the society. People started to get in touch with as increasing number of contends and cultures, allowing the exchange of experience and the contact with new brands and products unknown before.The Internet and the e-commerce are examples of the trade relationships in which the consumers started to choose their goods online. The companies should understand these changes in the way people purchase such goods in order to adapt to the demand of the sector as well as they should get used to the global competitors in their areas. The present study aims at understanding the regional communication positioning of Eny Comércio de Calçados LTDA about online stores in Santa Maria in the central region of Rio Grande do Sul, Brasil. This study, firstly, carried out a bibliographic research aiming to get knowledge on what was being written about the subject as well as the definitions of organization positioning to the market. The company‟s communication materials were analyzed along with semi-structured interviews with the general manager of the organization, the communication and marketing coordinator and with Eny‟s social media manager. The study discovered that the company had been carrying out a reinforcement in positioning of communication strategies focused in transparency and trust with its customers. Finally, it is clear that Eny used the local competitive disadvantages, focused in the trust established during more than 90 years in the local market, in order to position itself for the online competitors in the mind of local customers.