the purpose of the work was to demystify the notion that just having a good idea is enough to make a profit. A thought, in itself, very shallow in the face of constant social changes and the yearnings of an increasingly selective market in the art of buying. Strategic preparation is necessary to get out of the cogitation plan and successfully migrate to the real plan. It is necessary to be aware of unexpected facts, of negative-looking impacts, which, if properly used, can be the window of opportunity for the rescue of products seen as secondary as soaps. In times of pandemic, where healthy hygiene habits were emphasized, such as simple hand washing, these products were seen as allies in times of great uncertainty and uncertainty. Thus, for the launch of the moisturizing soap, a theoretical basis was used to support the established marketing actions with a double benefit. Make the product attractive in the consumer market, by giving it visibility and meeting public expectations with the effective financial return to the company.
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