Marketing strategies for a natural products startup: a case study in the Brazilian Amazon

Abstract

Startups are redefining the global business landscape, challenging established concepts, and driving a business revolution. Their rapid advancement and expansion are transforming various sectors of the economy, highlighting the importance of marketing from the outset to ensure long-term success. This study aimed to analyze the specific marketing demands faced by a startup, focusing on a company producing cosmetics and medicinal products derived from plants of the Brazilian Amazon. The goal was to understand the marketing needs of this startup and develop a targeted plan to drive its growth and expand its market share. To achieve this, a methodology combining descriptive and exploratory elements was adopted, including a case study to understand its marketing practices in a real context. The startup faces competition from other companies in the natural products sector but stands out by valuing traditional culture and sustainable practices. The proposed marketing plan suggests focusing efforts on social media, increasing engagement with interactive posts, and telling the company's story. The strategy is based on monitoring digital content produced on social networks to adapt approaches based on follower feedback. It is concluded that it is essential for this startup to adopt a structured marketing plan, integrating the Visual Marketing Planner and performance analysis metrics on social media, to more accurately assess the impact of its digital actions, facilitating informed decision-making to consolidate its competitive position in the market.