UNIMED VARGINHA E O PROJETO AMIGOS DO MEIO AMBIENTE: Um caso aplicado do marketing sustentável para fortalecer a marca

Abstract

The sustainability theme has been gaining more and more space on the world stage With this, marketing strategies such as green marketing are being widely used by organizations as tools to add value to the brand of companies. Thus, the referent study intends to verify how Unimed Varginha used the Friends of the Environment Project to strengthen its brand In order to do so, two specific objectives were determined the first being to analyze the tools used and the second the image gains achieved with the project. The work was carried out through a real case study where the main conclusions about the first specific objective were to use environmental marketing as the backbone of the project and also the creation of the superhero Dr. Planeta to generate a more playful and interesting sphere for children, the target audience for the action. The main conclusions about the second specific objective were 9,600 people familiar with the project, the free publication of the article in the Jornal Gazeta de Varginha and Correio do Sul Newspapers as well as TV coverage of 11 Princesa, generating a lot of visibility for the brand nimed Varginha